When Public Statements of Regret are Disbelieved

David Prosperi, KemperLesnik managing director, on the issue of when public statements of regret are disbelieved. “It is hard to understand nuance in a statement that is not delivered orally or face to face. That is why a good PR professional has to understand the tone and voice of his or her client and then translate that honesty and empathy into the written word or into a video message where those traits can be on display for the recipients to see and take their own measure.”

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