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When an Apology's Called For, Offer One
By: Doug Bedell
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In the abundance of PR counsel that's available on the Web, practitioner videos posted by the Public Relations Society of America stand out. Kerri Guyton, of Memphis-based Obsidian Public Relations, points out one of them, Virgil Scudder, executive communication coach and crisis counselor, on "The Art of the Apology."

There are times when it's essential for an organization or individual to apologize for a misbegotten action, Scudder says. "The executive who tells himself that apologizing is a sign of weakness has a fool for a counselor." 

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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