comments may not end up easily as some media has already noticed the current situation and called for comments. If the company cancels this campaign, it would also give the critics another opportunity to criticize via media, and they may lose support from the people who plunked for this activity before as well. As a result, this inappropriate measure may only lead to more negative comments on a broader range Apology As cancellation is infeasible. other measures need to be considered. In this case the company has argued about whether to make an apology. A corporate apology strategy usually means that an enterprise apologizes to its customers or stakeholders through oral or written form. Together with a formal apology, it also includes guarantees, promises and compensation, which is indispensable to make up for both mental and material loss caused by the company. It is a benign interaction between the enterprise and its customers, and also shows the courage of the company to assume corporate social responsibility( CSR)and behave as a corporate citizenship( CC). It is an effective and impactful strategy, but as for the case of Canadian Jet, the company has not done anything wrong in the social media contest it is simply launching a contest online to rebuild its image. As analyzed above, making an apology needs an essential premise, a mistake which caused some loss. Besides, readiness to apologize can be seen as a sign of strong character as well as a sign of weakness. false display of apology will only leave an unreasonable and insincere impression on consumers, which shows the weakness of the company. In this way, it will be helpless for the company to solve this problem, or may even increase the voice of the accusation. In addition, the act of apology is carried out not merely at the level of the institution, but also at the level of the society. It is a performance in which every expression matters and every word becomes part of the public record. If it goes in the wrong direction initially, the 2Ey￥EN耿最器盟碧船爱:開Q9别 i s 4h 2o18 at on is not recommended Barbara Kellerman, " When Should a Leader Apologize -and When Not, Harvard Business Review, April, 2006 Investigation with social media monitoring tools a good solution usually demands a thorough investigation, so it might be better if the company acquire the exact information about the current situation before taking any3 comments may not end up easily as some media has already noticed the current situation and called for comments. If the company cancels this campaign, it would also give the critics another opportunity to criticize via media, and they may lose support from the people who plunked for this activity before as well. As a result, this inappropriate measure may only lead to more negative comments on a broader range. Apology As cancellation is infeasible, other measures need to be considered. In this case, the company has argued about whether to make an apology. A corporate apology strategy usually means that an enterprise apologizes to its customers or stakeholders through oral or written form. Together with a formal apology, it also includes guarantees, promises and compensation, which is indispensable to make up for both mental and material loss caused by the company. It is a benign interaction between the enterprise and its customers, and also shows the courage of the company to assume corporate social responsibility (CSR) and behave as a corporate citizenship(CC).2 It is an effective and impactful strategy, but as for the case of Canadian Jet, the company has not done anything wrong in the social media contest — it is simply launching a contest online to rebuild its image. As analyzed above, making an apology needs an essential premise, a mistake which caused some loss. Besides, readiness to apologize can be seen as a sign of strong character as well as a sign of weakness. False display of apology will only leave an unreasonable and insincere impression on consumers, which shows the weakness of the company. In this way, it will be helpless for the company to solve this problem, or may even increase the voice of the accusation. In addition, the act of apology is carried out not merely at the level of the institution, but also at the level of the society. It is a performance in which every expression matters and every word becomes part of the public record.3 If it goes in the wrong direction initially, the consequences will be unthinkable. Thus making an apology in this situation is not recommended. Investigation with social media monitoring tools A good solution usually demands a thorough investigation, so it might be better if the company acquire the exact information about the current situation before taking any 2 江丰. 李非, “企业道歉策略:利益相关者角度,” China Management Studies ,volume 5(4), 2010, p.55. 3 Barbara Kellerman,”When Should a Leader Apologize—and When Not,” Harvard Business Review, April, 2006, p.26