I am sorry.I scre*** up.

In an interview, Prez Barack Obama admitted that the US had not been perfect, and assured that his administration would rectify errors made. iTALK tells you why it takes a true professional to own up

By declaring "Americans are not your enemy," US president Barack Obama has sought to mend America's ties with the Muslim world. In a recent interview, Obama accepted that the US made mistakes and said, "We have not been perfect," stressing that his administration would adopt a more open diplomatic approach than his predecessors. He told his team to "start by listening, because all too often the United States starts
by dictating."

Contrary to Obama accepting mistakes the US has made in the past, the Chinese government paid a huge price by not owning up during the 2008 Chinese Milk Scandal. This saga reduced China's reputation for food safety and manufacturing integrity to its lowest level in years. Even after the problem was detected, Sanlu, the company where it all began, and Fonterra, New Zealand's dominant dairy company and 43% stakeholder in Sanlu, started their round of allegations resulting in frustration. There cannot be two more pertinent cases that showcase the importance of accepting your mistake.

In the corporate world, head honchos respect individuals who are willing to own up and move on, rather than pass the buck.

An apology cannot undo the harm already done, but it can help restore your dignity. Here's how you can do it right: Remember:
If the person is an acquaintance, and the infraction is minor, go with a more formal approach. Write a brief apology letter and send it via email. If you are owning up to someone you share a close relationship with, and the infraction is major, take the person out for a coffee, lunch
or dinner.

How to apologise
>>A written apology gives the recipient time to think about the situation and your apology, before responding.
>>A verbal apology requires that you be prepared for the conversation that will follow, whether positive
or negative.

Guideline for a perfect apology:
1. Give a detailed account of the situation.
2. Acknowledge the hurt or damage done.
3. Take full responsibility.
4. Recognise your role or the company's in the situation.
5. Include a statement of regret.
6. Ask for forgiveness.
7. Promise that it will not be repeated.

Case Study >> How Cadbury said sorry to save its image

In October 2003, just a month before Diwali, worms were found in Cadbury's Dairy Milk bars, in Maharashtra. Quick to respond, the Maharashtra Food and Drug Administration seized the chocolate stocks.

Cadbury issued a statement that the infestation was not possible at the manufacturing stage and poor storage at retailers was the most likely cause of the reported case of worms.

The heat of negative publicity melted Cadbury's sales by 30%. For the first time, Cadbury's advertising went off air for a month-and-a-half following the controversy.

In less than two weeks, the company launched a PR campaign. Cadbury's project, Vishwas was an education initiative covering 1,90,000 retailers in key states. By investing up to Rs 15 crore on imported machinery, they revamped their packaging. The metallic poly-flow was costlier by 10% to 15%, but Cadbury didn't hike the prices.

Simultaneously, Cadbury roped in brand ambassador Amitabh Bachchan to maximise on his personal equity to reinstate the brand's image. The company upped ad spends for the January-March quarter by over 15%.
Recovery began in May 2004, and by June, Cadbury claimed that consumer confidence was back. Experts believe that the reason for Cadbury's success was that it dealt with a crisis head-on. It took immediate rectifying measures, and then used emotional appeal through a star.

Divyesh Kharade Director-Co-founder, Deltecs Infotech

I said i'd submitted a faulty quotation
I once submitted a wrong quotation to my team. It was only after the team managed to pull off the task, did I realise my mistake. I was uncomfortable but I apologised to them, and we moved on from there.

Mehak Siddique Sales executive, Pretty Slim Clinic

I was sensitive to customer grievance
Once a customer was irritated that he was receiving SMSes in spite of opting to be part of the "Do Not Disturb" category. I realised the need to apologise, and I believe that it helped my team deal with the issue more effectively.

Mayank Lavania Researcher with a real estate firm

I admitted to deleting crucial files
I was updating accounts, and ended up deleting crucial information. It was only later when it blew up, that i realised what I'd done. I immediately apologised to
my senior.

3 things to learn from erring

Khalid Jamal Principal Consultant/u00a0 CEO, Orion PR
1. Owning up shows integrity: Admitting to mistakes says a lot about you. Deliberate mistakes are seldom forgiven. However, denying that you made a mistake goes against you. Nobody is expected to be perfect, so, willingness to learn from a mistake shows integrity.

2. Residue value of a mistake: What an individual learns from his/her mistakes is called the residual value of making a mistake. Once an individual grasps that, he becomes aware of the challenges that lie ahead.

3. It will not affect your appraisals: Admitting to your mistakes can never backfire professionally. Individuals misconstrue owning up as being judged negatively by the boss, especially during appraisals. The trust bond with the boss strengthens when an individual apologises and rectifies the error.