….In essence, a good apology has several characteristics:
The apology, if done correctly, heals all wounds and allows both parties to move ahead and forget about the past.
….A major reason that people do not apologize is that they are afraid the apology will be seen as a sign of weakness and/or guilt. In reality, an apology indicates great strength as it is a munificent act that restores and rehabilitates the self-concept of the offended party. Corporations may be afraid to apologize because they feel that it may be an admission of guilt that can lead to lawsuits. On the contrary, hospitals have found that apologies may reduce the incidence of lawsuits (Cohen, 2000).
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