-no greater role for PR-if organization is responsible for a crisis one of most important communications is public acceptance of responsibilityapology: act of responsibility for an issue or crisis seeking forgiveness for understanding-forced apologies come off fake or insecureEx. British Petroleum's CEO stepped in front of the microphone after the largest US marine oil spill ever. He said sorry and then that he wants this to be over more than anyone else does. He wants his life back. Hayward later had to issue a statement that apologized for his apologyboomerang effect: united consequence of an apology or other attempts to create positive response results instead creates a negative one-rebuilding relationships usually takes more than just words. publics look for evidence in sinceritycompensation: crisis response strategy of offering products, services or money to make amends with publicsEx. When Target experienced a credit card breach, they wrote to the owners of about 40 million credit and debit card accounts to explain the situation and offer a year of free monitoring service.crisis response strategyrebuild strategies