by: iris kulbatski
you know that feeling you get from an insincere apology? your stomach flip-flops. your heart pounds. you feel irritated, disgusted even. a vague dissonance nags at you. it’s the same disorienting feeling you get from an insult wrapped in a compliment. or from realizing you’ve been scammed, and the perpetrator got away. that feeling.
non-apology apologies are easy to identify. they’re the i’m sorry but, the sorry you feel that, the sorry if statements and their many variations. they minimize wrongdoing, victim blame and twist the narrative to avoid accountability under the guise of remorse. in other words, smoke and mirrors. if these tactics seem dehumanizing and manipulative, it’s because they are. psychologists identify fake apologies as a form of emotional abuse. they’re also a tactic commonly used by politicians, public relations professionals and those trying to avoid litigation, like health-care institutions after incidents of medical harm.
that was then, this is now
a decade ago,
ontario’s ombudsman described his growing frustration with hospital complaints processes in a section of his
report titled “losing patience with patient relations.” the report describes the lack of objectivity, transparency and credibility of hospital patient relations departments. hospital officials, he wrote, “work for hospitals, not patients. they have no independent authority or formal powers of investigation … at best, they operate as internal customer relations departments – clearinghouses for complaints … at worst, they may be unresponsive, insensitive and/or apologists for hospital interests.”