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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?

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