Hillary Clinton’s half-hearted, mild apology is an example of what not to do in a crisis, according to NYU Stern Marketing Professor Scott Galloway. What should any firm or individual do in a crisis? 1) Acknowledge the problem (i.e. admit fault) 2) Overcorrect 3) Let the public move on.
Evidence that this strategy works: David Letterman and Tylenol are still thriving despite mishaps, because Tylenol pulled its products off the shelves in 1982 and Letterman apologized for his inappropriate behavior on its show. On the other hand, Martha Stewart and Tiger Woods suffered because they refused to admit to their actions.