Rule #4: If you screw up, apologize

Yesterday BuzzBlog roasted a PR firm called Rocket Science in an item headlined: Rule #1 when doing PR for an antispam vendor: Don't spam. The mini-rant went on to cite the firm for violating fictional Rules #2 and #3, all of which sparked a spirited debate both here and at Slashdot over whether my complaints were legitimate, overblown or totally off the wall.
 
Well, this morning my inbox contained the following e-mail from Mark Addison, president of Rocket Science, who's weighing in with his own opinion:
 
"Paul: Alas ... when I started Rocket Science nearly 10 years ago I vowed never to do things in the same careless way as the 'big agency' I worked for. And yet here we are. We deserve all the words that you said. I'm very sorry. -- Mark."
 
Now that's classy … and smart: exactly the way every company should respond when one of its charges makes a mistake.
 
This morning I shared Addison's reply with Chris Carleton, a friend of mine who is co-founder of CHEN PR in Waltham, Mass. Carleton's take:
 
"Good for this guy. Expect most, if not all, PR folks had a 'there but for the grace of God go I' gut feel when reading your piece."
 
Here's the other lesson any businessperson can take from the exchange: I'll remember Addison's response long after I've forgotten what prompted my complaint.

• Software
• spam