Nike is parting ways with 11 top executives in the face of an employee survey pointing to sexual harassment in the workplace. Facebook is reorganizing into three divisions to put senior management eyes closer to the work areas that have been a little lax in the security department. It seems that firing and reorganizing are the reflexive methods of apologizing for public company problems. Other typical tactics include NYT and WSJ apology letter ads and training days (see Starbucks).
Customer-facing business change is best served cold. Not right away. Business change needs to be properly thought out. Not knee-jerk. Poorly thought out change can be more disastrous than the disaster. Nike needs to live its shame for a while. As does Facebook. They need to publish and discuss what they’ve found and how they are going to deal with it. Most PR people will tell you to do something quick and put it to bed. I disagree. Companies need to spend more time living, learning and grieving. Glossing over big mistakes is a big mistake.
Act like a human and you can come back from it. Endure the shame, study it, heal – then move on.