How celebrities should make public apologies without making things 10x worse

When the public lashings start

When a rumor becomes a full-blown controversy that even the Senate President weighs in, it’s easy to feel lost in the swirl of hate comments. 

At this stage, where it becomes too hard to ignore all the bad press, talent manager Rench Veracruz emphasizes the importance of addressing the issue with care and compassion as someone who handles the side of the artists. ​​Celebrities, after all, are human too. “The first step is to check [the] client's well-being and make them feel safe to talk about the issue at hand. They don't need more reprimanding. At this point, they are suffering already. What they need is someone who can assure them the sun shines after a storm and help is on the way.” 

In a world where social media often feels like a bubble, with everyone moving in the same direction, it can feel as if the entire world is angry at you when they do turn on you. In such moments, a person's mental state can easily throw them off balance. This often leads to impulsive reactions and bad takes that people can run their mouths with. The goal of a controversy is to avoid all that. Show enough vulnerability to be relatable, but not all your cards that it becomes your downfall.

The first step is usually to take a step back—breathe in, breathe out, and regain composure. But not for too long, because the reality still looms: a crisis doesn’t just affect the celebrity—it ripples through their management, endorsements, and stakeholders who want answers.

This is why PR consultant Redge Jimenez Lopez stresses the importance of calculated, team-led responses. Celebrities, in these delicate situations, should never act alone. There needs to be prudent decision-making across all parties. “After gathering all pertinent information, [as a team,] we need to decide the direction of the messaging. We are all for truth and justice, but there is a fine line between that and how it will benefit the artist and the stakeholders. The messaging should be sincere, authentic, and should always move forward.” 

Timing is just as crucial as messaging. “Knee-jerk reactions are often catastrophic,” Lopez warns. “Mistakes can be fatal to their career and reputation, especially in the digital age, where almost everything can be archived and searched online. And as much as possible, in my opinion, the celebrity should refrain from making statements over video. It’s an invitation to be judged and eaten alive.” 

Navigating a public crisis demands not just compassion for the individual but also strategic, well-timed decision-making that accounts for the broader network of people and interests involved. 

How to begin a public apology

While it’s tempting to “speak from the heart,” just as fans need to recognize their boundaries, celebrities must understand that the public isn’t a group of friends you can casually confide in. The public wants honesty, accountability, and a straightforward response that takes responsibility and shows a genuine effort to make things right. 

Janlee Dungca, publicist and PR consultant with 13 years of experience, says, “It has to be concise, straightforward, and objective. The statement should address the issue head-on to establish accountability while still being heartfelt.” 

PR director Marcie Linao, who’s been in the industry for 12 years, emphasizes that the foundation of a public apology should come from the artist's own perspective. “We work with the artist to ensure the apology feels authentic and sincere while making sure it addresses the issue directly. The goal? Show accountability while letting their humanity shine through. Focus on his/her feelings instead of assuming about the other party’s intentions.” 

When apologies feel too robotic or overly polished, the public often sees through it. Though these apologies—in truth—may pass through multiple team members, the audience only knows what they see, and if it feels impersonal or rehearsed, it can strip the apology of its sincerity. Many of these scandals are hinged on moral compass, and, because we perceive celebrities as our friends, we want them to be “genuine.”

For Veracruz, the priority in public apologies is humanizing the client. “Public apologies should focus on the apology itself, with public image being a secondary concern. Rather than fixating on public image, we should focus on maintaining relatability. By making them relatable in the crisis, we provide a solid foundation for a fresh start. After all, personal growth and character development are universal experiences that can have a positive impact on public image.”

Ultimately, the first step toward forgiveness and healing is acknowledging the pain caused and addressing those affected. As with any human being, the road to redemption starts with recognizing the harm done.

What to do about the aftermath

According to an article from BBC, ultimately, “public figures are generally set up for failure, no matter what they say. Words of remorse have become so normative that public figures won't really gain anything.” However, while lashings are inevitable, an apology is better than none. “People who don't apologize will lose even more since audiences note the absence of an apology as much as they demand one.”

Linao emphasizes the importance of calm after the public apology is issued. “As much as possible, stay calm and avoid engaging in back-and-forth debates. Post the response—less is more, avoid too many details—and let it breathe. Sometimes, silence after the apology speaks volumes.”

Meanwhile, Veracruz stresses that statements should be crafted as your first and last. “You will only just be digging your hole deeper when you release another statement. After that statement, hush and just let things settle. This is the best time to focus on making yourself better and rebuilding from the wreckage of the issue.” 

Dungca advises acceptance of the fact that you can’t turn the situation around overnight. “It will take time for the public to cool down and settle. Having said this, there should be a uniform response to accusations and questions to make sure everything is aligned.” 

It’s a tough situation only a few can truly relate to, which is why audiences are often less forgiving about public apologies. Beyond the moral issue—which is another topic in itself—this aspect of a celebrity’s job is also about business. Reputation is crucial for securing jobs, landing roles, building connections, and securing endorsements. Public favor is essential in every direction.

Lopez says, “I do not believe in the term ‘all publicity—good or bad—is still publicity.’ PR is a job that helps shape public opinion. It is firmly grounded in ethics. It is not a popularity contest.”

Reputation precedes us, whether we like it or not. Public figure or not, the truth that resonates with the majority often becomes the one that defines us. And in the digital age, where every word, action, and mistake is amplified, reputation is not just a reflection of who we are but also the story that others choose to believe.