A good apology goes a long way

And if you need proof, just check out this post: Sometimes sorry is the best PR, by Alli Gerkman. The point we all should take to heart and repeat endlessly when one thing goes bad, then another, then a whole cascade of bad things drench us in muck:

Believe it or not, some of my best evaluations have come from conferences that couldn’t catch a break. After all, it’s easy to represent your company or your brand when everything is going right, but it’s how you react when things go wrong that can set you apart.

And it's true, at least in my experience.