Daniel Laufer05:00, May 29 2021
Brett Jordan/Unsplash
Is an apology enough to end a crisis? It depends on the type of transgression.
OPINION: Earlier this month, David Gaughan, the owner of Eagle Brewing, posted on Facebook a statement about Māori viewed by many in the public as offensive. As a result of Gaughan’s Facebook post, companies started pulling Eagle Brewing’s products from their shelves including Liquorland and The Beer Library in Christchurch. Bars in Auckland and Wellington were also quick to stop selling Eagle Brewing products.
Gaughan quickly apologised for his Facebook post, but this incident raises an important question about apologies during a crisis. Does the public always accept an apology? Are words enough to end a crisis?
On Sunday, Gaughan said no decision had been made regarding his possible resignation. “With online sales going through the roof over the weekend, customers turning up to the bar and the amount of positive support, we are sure of having a viable business going forward.” The bar was closed over the weekend after staff were “harassed, abused, and threatened” by members of the public on Friday, Gaughan said. There was a full staff meeting on Saturday where staff backed him staying in the business “wholeheartedly”, he said. The bar would reopen on Monday.
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Craft beer business Eagle Brewing was partially paid for by crowdfunding. A Pledge Me campaign raised $300,000.