A yearbook publisher screwed up in a major way when an employee pasted students’ heads on other bodies.
Lifetouch National School Studios apologized and offered to re-do the publication prep and pay for reprinting the high school yearbook.
Then, instead of shutting up, they went on to explain that the high school involved made an “unusual and definitely very particular” photo editing request.
The “unusual” request? Resize the photos so everyone’s head is the same size and position them vertically so eye level is the same. Maybe not typical, but not too surprising, if you know anything about graphic design.
The problem is, even when the company spokesperson says, “that’s not to suggest what happened here is acceptable,” it sounds like they’re suggesting the customer was partly to blame for their mistake.
Official Apology Protocol
- Admit you’re at fault.
- Fix the problem if you can.
- Shut up, already!
Every time someone adds “but” to the end of an apology, they indicate they’re not sincere, or they at least open the door to that possibility.
Unless that’s what you’re trying to accomplish, shut up.