Apology 101

From time time, along with my co-founder of the Apology Institute of America, Nell Minow, we pass along examples of Really Bad Apologies from public figures for their transgressions.  But once in a while, there are some who get it right.  And they deserve their due, and hopefully can serve as a standard to aspire to.  Chris Pratt is one such.

The other day, in doing a promotion for his new Guardians of the Galaxy film, Pratt made a quip that was a bit insensitive to those who are hearing impaired.  The problem had been that his video promo was done in Instagram, and that service by default mutes the sound on videos.  So, as a jibe at that, Pratt's video had fun with a scroll of text they added at the bottom.  But those the gaffe wasn't remotely as egregious as many that we've seen in public, he felt that it went beyond what he'd intended, got a little flack for it, and decided to apologize.

He included a video -- which was done entirely in sign language.  And at the end, he pointed down below to the text of his apology.  This is how it's done.  He wrote --

I'm unable to embed the aforementioned short video he made that preceded this apology, but if you'd like to see it, just click here.

By the way, the number of view was last up to 2,190,750 after 10 hours.