如何讓道歉成為危機處理的利器——基于克利費爾道歉4R模式的分析

摘要： 被冒犯、被傷害形成的怨恨、矛盾與沖突是導致危機的重要因素,消除這些因素的重要途徑是道歉,以滿足雙方尤其是被冒犯方受損的情感需求,修復被破壞的關系而化解危機。但道歉也是一柄雙刃劍,只有好的道歉才可能成為危機處理的利器。為什么道歉能化解危機?如何道歉才能有效化解危機?危機管理視野下對道歉概念、動機與作用機理進行分析,運用克利費爾提出的4R模式對兩個危機案例中道歉進行比較研究,從示悔意、擔責任、表決心與做補救四步驟中為危機情境中的道歉提供一個可操作的框架。
Resentment,contradiction and conflict caused by being offended and injured are important factors leading to crisis,and the important way to eliminate these factors is to apologize in order to meet the damaged emotional needs of both sides,especially the offended party.However,apology is also a double-edged sword,and only agood apology can become a useful tool in crisis management.Why does an apology defuse a crisis?And how can apologies be effective in resolving the crisis?This paper analyzes the concept,motivation and mechanism of apology from the perspective of crisis management,and makes a comparative study of apology in two crisis cases by using the 4 R model proposed by Kleefeld.An operational framework is provided,which includes four steps:repentance,responsibility,determination and remediation.