Apologizing for mistakes in a bad news business message ________
A) is never a good idea
B) creates adverse publicity for the business
C) can only harm the company's bottom line
D) is ethical, but not good for business
E) can have a positive effect
Answer: E
Explanation: E) Some think an apology is dangerous because it could imply legal liability, but research shows that a well-timed, strategically worded apology can improve a company's image, facilitate forgiveness, and even decrease damages if the case goes to court.
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