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How to issue a great apology

So you messed up. Big. How do you explain your company’s misstep to the public? Just say it: “I’m sorry.”

JCPenney landed at the center of a firestorm earlier this month over a shirt it was selling to girls, bearing the slogan: “I’m too pretty to do my homework so my brother has to do it for me.”

Internet commenters registered rage at what they saw as a sexist shirt promoting girls’ looks over their brains by tweeting, e-mailing, and signing online petitions. The pressure forced JCPenney to pull the shirt immediately. But the company did get credit for acting quickly and issuing an apology statement right away.

to read this article in full, visit leading US business website, Inc.

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