The Apology of a Sports Icon: Crisis Communication and Apologetic Ethics

Abstract

Apologies are often used strategically in the crisis communication of an individual or an organization. In March 2006, highly celebrated Danish handball coach, Anja Andersen, withdrew her team in the midst of a match watched by a large number of spectators. The incident created immediate consternation, not only among sports officials, but also in the Danish media, representing a serious threat to the image of both the handball coach and her club. The following day, Anja Andersen apologized in public on television, but without evoking unambiguous forgiveness from all parties involved. This article examines how and why the Danish handball coach did not succeed in performing a correct and effective apology applying and testing Keith Michael Hearit’s theory of crisis management by apology, and especially his communication ethic or apologetic ethics which deals with crisis communication after an (alleged) wrongdoing.