This is the presentation slides, titled "Apologies: from a language of 'losers' to 'leaders', delivered to a group of students @ Ewha Womans Graduate School of Translation and Interpretation on October 8th, 2010.

1. apologies:
from a language of ‗losers‘ to ‗leaders‘
October 8th, 2010
Presented for
Ewha Womans Graduate School of Translation and Interpretation
by
Hoh Kim, Founder & Head Coach @ THE LAB h®
(twitter: @hoh/hoh.kim@thelabh.com)
Hoh Kim 2010 1

2. story one
Hoh Kim 2010 2

3. Dr. Das Gupta, the 74-year-old chairman of surgical
oncology at the University of Illinois Medical Center at Chicago,
made a serious mistake. He ―opened up a patient and
removed the wrong sliver of tissue, in this case a segment of the
eighth rib instead of the ninth…‖
If you were Dr. Das Gupta…,
how would you handle this?
Source: ―Doctors Say ‗I‘m Sorry‘ Before ‗See You in Court‘‖
(NYT.com, by Kevin Sack, May 18, 2008)
Hoh Kim 2010 3

4. ― deny and defend‖
a typical malpractice lawyer‘s advice
But, Dr. Das Gupta did something remarkable…
Source: ―Doctors Say ‗I‘m Sorry‘ Before ‗See You in Court‘‖
(NYT.com, by Kevin Sack, May 18, 2008)
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5. ―After all these years, I cannot give you any excuse
whatsoever…It is just one of those things that
occurred. I have to some extent harmed you.‖
Dr. Das Gupta, a highly regarded cancer surgeon,
acknowledged his mistake to his patient‘s face,
and sincerely apologized
Source: ―Doctors Say ‗I‘m Sorry‘ Before ‗See You in Court‘‖
(NYT.com, by Kevin Sack, May 18, 2008)
Hoh Kim 2010 5

6. The results of the apologies?
the patient…:
• retained a lawyer but decided not to sue;
• after a brief negotiation, accepted $74,000 from the
hospital
―She told me that the doctor was completely candid, completely
honest, and so frank that she and her husband — usually the
husband wants to pound the guy — that all the anger was gone,”
(David J. Pritchard, the patient‘s lawyer)
Source: ―Doctors Say ‗I‘m Sorry‘ Before ‗See You in Court‘‖ (NYT.com, by Kevin Sack, May 18,
2008) Hoh Kim 2010 6

7. the results: when an organization adopts a new
approach of conflict resolution using apologies…
½
Within the first two years, malpractice filings
against the University of Illinois has dropped
by half
1/37
In the 37 cases where the hospital
acknowledged a preventable error and
apologized, only one patient has filed suit.
Source: ―Doctors Say ‗I‘m Sorry‘ Before ‗See You in Court‘‖
(NYT.com, by Kevin Sack, May 18, 2008)
Hoh Kim 2010 7

8. story two
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9. 98,000
(Institute of Medicine, US, 1999)
vs. 3,000
(9/11)
Korea?
• 14,000 (7,000)
• 7,600 (deaths result from traffic accidents - #5)
Hoh Kim 2010 9

10. before vs. after ‗disclosure‘ program
@ U of Michigan (Ann Arbor)
Number of claims and lawsuits against U of Mich. Health System
300
250 262
220
200 193
150 155
114 U of Mich.
100
83
50
0
2001 2002 2003 2004 2005 2007
disclosure program
introduced Hoh Kim 2010 10

11. before vs. after ‗disclosure‘ program
@ U of Michigan (Ann Arbor)
August 2001 August 2005
Annual litigation 3 million USD 1 million USD
cost
Average time to 20.7 months 9.5 months
resolution of
claims and
lawsuits
Hoh Kim 2010 11

12. How disclosure program works?
Step Action Remarks
#1: Initial ―We are sorry this happened We Approach, do NOT avoid
Disclosure & feel bad as we are sure you do Customer service framework
Apology too.‖; ―We are going to do a Empathy only at this stage
thorough investigation…as we Communicate what you know (what, when,
learn things, so will you.‖ where vs. why, how, who)
Contact information
Help with phone calls, food,
lodging, clergy, etc.
#2: Thorough Involve outside experts…don‘t Open, NOT closed-approach
& Transparent want to look like you‘re grading Doctors or lawyers from patient‘s side
Investigation your own papers!; Move quickly –
UI Medical Center in 72 hours or
less; Stay in close contact with
patient/family
#3: Resolution- Apologize, Admit Fault,
Error Compensate
#3: Resolution- Empathize, Answer Questions,
No error Open Records, Prove Innocence,
Never Settle
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13. Three principles of disclosure
@ U of Mich.
• Compensate quickly and fairly when
inappropriate medical care causes injury.
• Defend medically appropriate care
vigorously.
• Reduce patient injuries (and therefore
claims) by learning from mistakes.
- source: Univ. of Michigan Disclosure Program
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14. Major hospitals with disclosure program
• VA hospital/all VA hospitals
• University of Michigan
• University of Illinois Medical Center
• Stanford University and Harvard Teaching
Hospitals
• Kaiser hospitals (28 hospitals)
• Minneapolis Children‘s
• Catholic Healthcare West (40 hospitals)
• COPIC
• Catholic Health Initiatives
Hoh Kim 2010 14

15. State apology-immunity laws
Status States
Enacted (34) AZ, CA, CO, CT, DE, FL, GA, HI, ID, IL, IN, LA, ME, MD, MA,
MO, MT, NE, NH, NC, ND, OH, OK, OR, SC, SD, TN, TX, UT,
VT, VA, WA, WV, WY
States not AL, AK, AR, IA, KA,
enacted (16) KY, MI, MN, MS, NV, NJ, NM, PA, RI, WI
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16. ―The current tort system does not promote
open communication to improve patient
safety. On the contrary, it jeopardizes patient
safety by creating an intimidating liability
environment.‖
Hillary Rodham Clinton, and Barack Obama,
―Making Patient Safety the Centerpiece of Medical Liability Reform,‖
New England Journal of Medicine (May 25, 2006)
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17. why?
context of apologies
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18. Why? – personal context
• A conclusion of my crisis communication
management consulting/coaching experience for
the last 12+ years
• ―The other half of crisis management for medical
doctors‖ (The Korean Ophthalmological Society
Newsletter, Sept. 2007)
• Doug Wojcieszak @ SorryWorks! Coalition – Train
the trainer (St. Louis, 2007. 10)
• Co-translated ―SORRY WORKS!‖ (with three MDs)
• Co-write ―Leaders‘ apologies (tentative title, with Dr.
Jaeseung Jeong, to be published 1Q of 2011)
Hoh Kim 2010 18

19. Why? – social context
• Transparency: ―virtually everyone has a
camera and recorder 24 hours a day‖
• “Power shift”: from traditional
organization to individuals (social media
impact)
• Responsibility: corporate social
responsibility
Hoh Kim 2010 19

20. Anything common?
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21. Trend: Public apologies
in Korea and the U.S.
5000
4000
3000
2000
Chosun.com
1000 NYT.com
0
Data gathered: 1) ―Public apology (Kong-gae-sa-gwa)‖ in chosun.com;
2) ―Public apology, apologize, and apology‖ in nyt.com
Hoh Kim 21

22. Trend (Korea): ―Presidential‖ apologies
400
300
200 News
Blog (x 00)
100
0
김영삼 김대중 노무현 이명박
News (headline search only) and blog post search by Naver using ―사과,김영삼,‖
―사과, 김대중,‖ ―사과, 노무현,‖ and ―사과, 이명박‖ were conducted April 18, 2010
Hoh Kim 22

23. Trend (the U.S.): ―Presidential‖ apologies
2000
1500
1000 News
Blog (x000)
500
0
Clinton Bush Obama
News and blog search by Google using ―apology, clinton,‖ ―apology, bush,‖ and
―apology, obama‖ were conducted April 18, 2010
Hoh Kim 23

24. what?
‗languages‘ of apologies
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25. ―I‘m sorry‖ is not really an apology.
Languages Examples/Remarks
Regret ―I‘m sorry‖
Account What are you sorry for?
Responsibility ―I made a mistake,‖ ―It was my fault‖
Repetition ―I will never…‖
Recovery action/
Financial vs. non-financial
Compensation
Forgiveness ―Will you forgive me?‖
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26. ―Sorry seems to be the hardest word‖?
(Elton John, released in 1976)
Sorry seems to be the easiest apologetic language.
Hoh Kim 2010 26

27. when?
timing of apologies
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28. ―Too late‖: Jung Ji-young‘s case
• <Don‘t eat the marshmallow
yet>
• Too late (the translation
issue was raised on Oct. 11th,
2006, but, she apologized in
the night of Oct. 19th, 2006)
• Too much silence…
• Legally ―not guilty‖ vs.
reputation/career
Hoh Kim 2010 28

29. ―Better late than early‖?
(Cynthia McPherson Frantz & Courtney Bennigson, 2005,
Journal of Experimental Social Psychology)
• Victim‘s satisfaction level: Later
apology > early apology > no apology
• Voice and understanding (―more time to
feel heard and understood‖) is critical
before apology
• Timing of personal vs. public apologies
Hoh Kim 2010 29

30. where?
channels of apologies
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31. face to face is the best
(1:1 situation)
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32. Use of Youtube for ‗one to many‘
public apologies on social media
jetBlue: David Neelman, (ex-)
CEO (2007. 2)
– 360,000 viewed on Youtube
Domino pizza: Patrick Doyle
(2009. 4)
– 750,000 viewed on Youtube
Hoh Kim 2010 32

33. Benefits of video apologies
• Editing (production)
MATTEL Bob Eckert CEO
• Timing (release)
(2007. 8)
Before video After video • Search (attention)
apologies apologies
Purchase intention 71% 76%
Trust 75% 84%
Source: HRD Research (August 2007)
http://www.mediacurves.com/nationalmediafocus/J6482/
Hoh Kim 2010 33

34. who?
whose ‗mouth‘ is better?
Hoh Kim 2010 34

35. Whose mouth is better?
My “Their”
mouth mouths
O
My strengths
O
My weaknesses
(mistakes,
wrongdoings)
Hoh Kim 2010 35

36. ―The Pizza Turnaround‖ campaign
by Domino‘s Pizza
(stock price of the first half of 2010 went up 70% compared to 2009)
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37. ―Ugly is only
skin-deep.‖
(Volkswagen, 1966)
Hoh Kim 2010 37

38. Avis advertised its weaknesses?
11%  35% (within 4 years of campaign)
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39. How?
‗grammar‘ of apologies
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40. No ‗passive voice‘
• ―classic Washington
linguistic construct‖
(New York Times)
• ―Mistakes were made‖
has been used widely
– Ronald Reagan (Iran-
Contra scandal)
– Sununu, Chief of Staff for
George Bush
– Bill Clinton (Fund raising)
– Steve Balmer (Microsoft)
Hoh Kim 2010 40

41. No ‗conditional‘
• ―I am sorry if anyone was
offended by the wardrobe
malfunction during the
halftime performance‖ (media
relations manager for Justin Timberlake)
Hoh Kim 2010 41

42. ―I am sorry if you were hurt by
my comment.‖
vs.
―I am sorry I hurt you.‖
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43. Conclusion
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44. To err is
human.
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45. Mistakes are part of the dues one pays for a full life.
(Sophia Loren)
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46. • Every human being makes, small or
large, mistakes throughout her/his life.
• Leaders are human beings, and no
exception to this rule.
• So, all leaders make mistakes, in the
past, present, and future.
Hoh Kim 2010 46

47. Of course, good leaders
will try to prevent
their mistakes/wrongdoings,
but, still,
some mistakes/wrongdoings
will happen, anyway.
Hoh Kim 2010 47

48. Then, how to protect your
leadership when you already
made a mistake?
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49. The best way to protect your leadership
in front of your mistakes/wrongdoings is
NOT to protect yourself…
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50. but to protect your relationship
with ‗the other(s),‘
and right apologies are the
languages for you in front of your
mistakes/wrongdoings.
―Understanding when and how to apologize
can provide invaluable insights into our
relationships with others.‖ (Nick Smith)
Hoh Kim 2010 50

51. Apology is a new language
of ‗leaders,‘ not ‗losers.‘
Hoh Kim 2010 51

52. apologies:
from a language of ‗losers‘ to ‗leaders‘
October 8th, 2010
Presented for
Ewha Womans Graduate School of Translation and Interpretation
by
Hoh Kim, Founder & Head Coach @ THE LAB h®
(twitter: @hoh/hoh.kim@thelabh.com)
Hoh Kim 2010 52