Point 5: "The Art of Apology" Japanese Apology Press Conferences and Bowing

Some international crisis management experts say, "Japanese people apologize too much." In many countries around the world, "apologizing" is seen as an admission of guilt and considered the "last resort" for an organization. However, in Japan, when a corporate crisis or scandal occurs, holding an apology press conference is the first step.

At these press conferences, a comprehensive and sincere apology is demanded. Even if the organization does not admit fault, it must express "apologies" for "causing public concern" or "worrying consumers."

At a 45-degree angle for at least 5 seconds

The bow is an essential element here. There are specific rules governing everything from the angle of the head bow to the duration in front of the press. Regarding the length of the bow, if it is too long, it can appear insincere, while if it is too short, it may be interpreted as insufficient remorse.

When top management from foreign companies face their first apology press conference, public relations officers must thoroughly explain these bowing customs and the required tone and manners. Occasionally, lawyers accompanying them from their home country may advise against bowing.

However, it is crucial to explain beforehand the purpose and significance of bowing, and that in Japan, failing to bow can lead to even more complications.

In countries like the United States, where legal sanctions are prioritized over apologies before the press, apology press conferences are rarely held in the first place. Due to these cultural differences, media training before attending a press conference in Japan is particularly effective for foreign top management.

My book , Communicating: A Guide to PR in Japan, also explains detailed precautions for apology press conferences specifically for foreign top management.

The e-book version was released on April 25th, so please do give it a read!