Worst apology - Qantas

17th Oct 11

The Qantas media team look stretched to breaking point this week judging by the way they handled their latest issue - an unaccompanied 11 year old unattended at Hobart airport Qantas-loses-boy

Media report a Qantas spokeswoman saying ''It was one of those really busy days and this is a really unfortunate situation''. This is my current favourite for the worst apology of 2011. Its right up there with “I am sorry you are so angry”.

Another helpful staff member is reported as quipping ''It's all right, they don't go missing very often".

The Qantas team are always polished and textbook perfect (the way they handled the A380 incident was genius). It shows the toll of being in permanent crisis mode and highlights two simple lessons. Apologise effectively and make sure all front line staff know your media protocols.

Geoffrey Stackhouse, Clarity MD