Apologies as identification management: A theoretical model

Abstract

Apology research within public relations tends to focus on how to craft effective apologies. Research in psychology and other disciplines offers explanations for how changes in people's state of mind lead them to forgive their offenders. This study uses rhetorical theory to bridge the gap between how apologies are constructed and how they produce psychological changes in recipients. We posit that identification, the concept of aligning oneself with the values, goals, or beliefs of another, explains this phenomenon. Effective apologies communicate to key stakeholders that offenders agree with their values and are committed to upholding those values in the future, thus establishing identification. We use three examples to illustrate our theoretical model: Donald Sterling's ban from the NBA, United Airlines’ mistreatment of a passenger, and Urban Meyer's mishandling of an employee involved in domestic violence.