ABSTRACT
This chapter reviews the extant research literature on the relationship of apologia to crisis management; arguing that corporations respond to difficult contexts by balancing compelling and competing interests as they apply an “appropriate” response which is sensitive to the strategic, legal, and contextual dynamics that inhere to the particular context. The chapter surveys a number of definitional issues as to what constitutes an apologia as well as the contexts that result in apologetic communication. It addresses the variety of contemporary approaches to the study of apologia and crisis management. The chapter reflects on the constraining effect of liability on corporate speech. It draws some conclusions as to the use of corporate apologia in public relations crises. Differentiation illustrates the particularities of a situation and frames the nature of an action as justified or acceptable. Denial is utilized as an apologetic strategy to refute attacks. By far, the most accommodative prototypical approach is one of apology.
