One of the more colorful, and perhaps apt, descriptions of public relations professionals is the term, “apologist.” While I’m willing to confess that I don’t love the term, I am willing to own it—particularly since I spend much of my time counseling clients in crisis and controversial situations akin to the ones celebrities from Billy Bush to Ryan Lochte (disclaimer: not my clients) find themselves in these days. Based on my nearly four decades in my profession, I’m going to share some thoughts and practical advice on when and how to apologize. Clearly, my expertise is in public apologies,...

Howard Bragman, a longtime PR strategist and crisis manager, weighs in on the college admissions scandal that has ensnared “Desperate Housewives” star Felicity Huffman and “Fuller House” actress Lori Loughlin. Neither actress is a client of Bragman’s. Seeing your spin doctor is just like seeing your medical doctor after a scary diagnosis: Everyone wants to know how bad it is. That’s the question everyone is asking right now about Felicity Huffman and Lori Loughlin. What will their careers look like post-scandal? Actually, there are some objective ways to predict whether this will be a speed...

It’s true. PR people are often called “apologists.” I don’t bristle at that description, because apologizing and getting it right is a crucial skill set for today’s crisis manager. Apologies are hard to do — they are humbling, irritating and often required during periods of high emotional pressure and agitation. I promise, we live in a very forgiving world, people want to forgive you. A solid apology allows that. For public figures apologies may affect your image, your career options and of course your income, and I have always believed that our reputations are the most valuable things we...

I’ve talked to clients and friends who have had their online accounts hacked and private information leaked. It’s repugnant. It feels like a huge violation and can make people feel helpless. Bringing massive awareness to the issue was three waves of leaks that exposed dozens of private photos of celebrities — the latest this past Friday after the initial incident at the end of last month, and another just one week ago. Neither I nor anyone else can guarantee anyone an absolutely safe, privacy-protected experience online with absolutely no risk of hacking or compromise. But what I have...