Regret and Responsibility: A Discourse Analysis of CEO Apologies in Corporate Crisis Management

Abstract

This study investigates the rhetorical strategies employed in public CEO apologies issued in response to major corporate crises between 2010 and 2024. Drawing from a corpus of ten high-profile apology statements-including video transcripts, written releases, and interview excerpts-this paper applies a combined framework of Appraisal Theory and Image Repair Theory to analyze how top executives linguistically construct responsibility, express regret, and attempt to repair stakeholder trust. The findings reveal consistent patterns in evaluative language use, responsibility-taking, emotional appeals, and institutional ethos. Variations in tone, modality, and audience engagement across industries are also examined. By situating these discursive features within the broader context of crisis management and leadership communication, this study offers interdisciplinary insights into how language functions as a managerial tool for damage control and reputational rehabilitation.