CRISIS COMMUNICATION AND PUBLIC APOLOGY STRATEGIES IN CORPORATE REPUTATION REPAIR AND CONSUMER REENGAGEMENT FOLLOWING PUBLIC CONTROVERSIES

Abstract

Corporate crises are inevitable, and the way a company responds to public controversies can significantly impact its reputation and consumer trust. This paper explores crisis communication strategies and public apology frameworks used in corporate reputation repair, with a focus on consumer reengagement. It analyzes recent literature (2023) and case studies that highlight successful and unsuccessful corporate responses to crises. Using data-driven analysis, this study presents the effectiveness of various apology strategies in consumer trust restoration. The findings suggest that transparent communication, sincere apologies, and strategic consumer engagement initiatives play a critical role in mitigating reputational damage.