Apologia Theory

Apologia theory, or theories of apology, was developed from rhetorical theory. It describes a specific form, class, or genre of communication behaviors and messages that occur after a crisis or following an accusation of wrongdoing. The accusation of wrongdoing may involve an individual, group, or organization. An apology is a general expression of regret and remorse and often includes a request for forgiveness. These communication behaviors seek to explain what happened and improve, repair, or restore a damaged image or reputation. Theories of apology are associated with crisis communication, public relations, and political communication. This entry describes several different theories of apology.

As theories, these frameworks seek to explain phenomena, predict outcomes, and inform practice. Apology theories explain when apologetic messages are likely to be offered ...