The non-apology apology

Annabel Crabb has picked up on one of K-Rudd’s favourite current communication tools. The unapologetic apology.

These are traditionally expressed in the form of “I make no apology for x” – where x is something good.

She gives the following lesson for those looking to emulate the PM.

First, you take a principle or proposition of which the listener is odds-on to approve.

Caring for puppies, let’s say.

Then you profess to uphold that principle “unapologetically”.

“I am an unapologetic supporter of puppies.”

This first endears you to the listener, and affirms their own views. But the use of the term “unapologetically” does something else, too.

It implicitly suggests that the listener is part – along with you – of a small but courageous minority.

If you can successfully master this little trick the results are a foregone conclusion…

“By the time you are finished, you and your listener are brothers-in-arms, visionaries swimming bravely against the tide of a brutal orthodoxy.”

The author

Nathan runs St Eutychus. He loves Jesus. His wife. His daughter. His son. His other daughter. His dog. Coffee. And the Internet. He is the pastor of City South Presbyterian Church, a church in Brisbane, a graduate of Queensland Theological College (M. Div) and the Queensland University of Technology (B. Journ). He spent a significant portion of his pre-ministry-as-a-full-time-job life working in Public Relations, and now loves promoting Jesus in Brisbane and online. He can't believe how great it is that people pay him to talk and think about Jesus. If you'd like to support his writing financially you can do that by giving to his church.