When and when not to use apologies in a negative situation is key; what and what not to say in an apology is also key.

Netflix is a great case study of what not to do. If they ever had sound communications guidance, they didn't use it. What could be the next step apart from a stock drop and more departing customers? Probably another communications debacle. Here’s AdAge’s take on the situation. http://linkd.in/pJ1ISm