In the wake of the devastating Air India crash on June 12, which claimed over 260 lives, the airline’s CEO, Campbell Wilson, released a video message expressing sorrow and solidarity. But beyond the heartbreak and headlines, communication experts saw something more, a teachable moment for leaders everywhere on how, when, and why to apologize.
An Apology Is More Than a Statement
Whether it’s addressing a crisis at the global level or managing a misstep in a local office, the art of apology is essential to leadership. In Wilson’s message, several elements stood out: he acknowledged the gravity of the incident, expressed sorrow, shared support resources, and committed to transparency.
But did it hit the right emotional register?
According to Lorraine K. Lee, a communication consultant and public speaking instructor at Stanford, “A strong apology isn’t just about facts. It’s about showing that you understand what went wrong, that you care deeply, and that you’re taking clear steps forward.”
Lee underscores that timing can make or break an apology. “If you respond too late, you seem indifferent. If you rush without reflection, you risk sounding hollow,” she tells CNBC Make It. The ideal approach is to acknowledge the issue early, express empathy, and follow up with concrete steps once a clear plan emerges.
Wilson’s video, while prompt and composed, struck some viewers as overly scripted — a reminder that tone can sometimes speak louder than words.
Why Authenticity Is the Cornerstone
Karthik Srinivasan, a communications strategist with two decades of experience, has written apology speeches for corporate leaders. He notes that many high-level apologies are not written by the person delivering them — and audiences can usually tell.
Genuine apologies require vulnerability, not just vocabulary. “If your face is expressionless, your cadence robotic, and it’s obvious you’re reading a prepared script, it damages credibility,” says Lee. “The best apologies show emotion without making it about the speaker. They sound human.”
A Blueprint for Bosses Everywhere
Whether you lead a team of five or five thousand, the lessons are clear:
An Apology Is More Than a Statement
Whether it’s addressing a crisis at the global level or managing a misstep in a local office, the art of apology is essential to leadership. In Wilson’s message, several elements stood out: he acknowledged the gravity of the incident, expressed sorrow, shared support resources, and committed to transparency.
But did it hit the right emotional register?
According to Lorraine K. Lee, a communication consultant and public speaking instructor at Stanford, “A strong apology isn’t just about facts. It’s about showing that you understand what went wrong, that you care deeply, and that you’re taking clear steps forward.”
Lee underscores that timing can make or break an apology. “If you respond too late, you seem indifferent. If you rush without reflection, you risk sounding hollow,” she tells CNBC Make It. The ideal approach is to acknowledge the issue early, express empathy, and follow up with concrete steps once a clear plan emerges.
Wilson’s video, while prompt and composed, struck some viewers as overly scripted — a reminder that tone can sometimes speak louder than words.
Message from Campbell Wilson, MD & CEO, Air India. pic.twitter.com/19MiwtkwAI
— Air India (@airindia) June 12, 2025
Why Authenticity Is the Cornerstone
Karthik Srinivasan, a communications strategist with two decades of experience, has written apology speeches for corporate leaders. He notes that many high-level apologies are not written by the person delivering them — and audiences can usually tell.
Genuine apologies require vulnerability, not just vocabulary. “If your face is expressionless, your cadence robotic, and it’s obvious you’re reading a prepared script, it damages credibility,” says Lee. “The best apologies show emotion without making it about the speaker. They sound human.”
A Blueprint for Bosses Everywhere
Whether you lead a team of five or five thousand, the lessons are clear:
- Acknowledge early and honestly.
- Speak like a person, not a press release.
- Pair words with action.
- Show your face. Let people see the impact on you too.
- Don’t outsource sincerity.
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