Last year, toy manufacturer Mattel recalled two products because of safety concerns. Mattel's CEO Robert Eckert apologised in person. But was it sincere? See for yourself in Holly Buchanan's article, and consider how you would feel as a concerned parent.
Was the message for parents (as Eckert claims) or for investors? If it was for parents, why did Mattel take out ads in the Wall Street Journal (as well as regular newspapers)? And why didn't they take out any ads after the first recall? Was it a sincere apology, or just a publicity stunt?
Be consistent with your messages. If you only care about your shareholders and investors, say so. It might sound heartless, but at least it doesn't sound slimy.
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