W H E N Y O U M A K E A M I S TA K E 183 So the question then becomes: Do you or do you not apologize for a mistake? This is one of the toughest decisions you can make. In answering that question, you need to consider your values and the impact of an apology on your organization and on your reputation. Of course, whatever you decide, you must be sincere. The business world is filled with instances of people who failed to apol- ogize when others believed the situation warranted it. In fact, it is most egregious when those at fault fail to show any remorse or contrition for their mistake. Whatever the reason--ego, poor advice, or simply stubborn- ness--they abandoned the chance of support and lost the opportunity to rebuild their reputation by earning the forgiveness and trust of those who mattered. Ultimately, their own behavior did them in. Moreover, a denial, if not solidly based in fact, will haunt you forever. As we all have seen, eventually the truth will emerge and the cover-up may well be worse than the mistake. Likewise, beware of the empty apology. It becomes transparent very quickly. What to Do--From the Experts Earning support and, if necessary, rebuilding a reputation are day-to-day jobs that we need to take one step at a time, whether recognizing a mistake, correcting a problem, or moving forward to embrace success. This holds true for everyone, at all levels, in all types of organizations. While one major mistake can deliver a severe blow, if handled properly it is not always fatal. Research findings support the belief of many reputa- tion strategists, management consultants, communications professionals, and other experts that reputations can be rebuilt. They may debate over how long it will take, but they believe it can be done. There are a number of action steps you can take that are focused on restoring and strengthening your reputation after a mistake is made, a cri- sis strikes, or another kind of problem occurs. Consider these: Acknowledge Apologize. the mistake. American Management Association / www.amanet.org