CEOs rebuild trust after a public controversy by owning the problem quickly, apologizing in person where possible, fixing the specific cause, adding an outside check and reporting progress with dates. Starbucks showed the pattern in April 2018: within days of two arrests at a Philadelphia store, its chief executive apologized, met the two men and announced a training program for nearly 175,000 employees.
By Ronn Torossian. Last updated: November 23, 2026. Cases are attributed to named news sources. This is communications guidance, not legal advice. The apology, progress report and timeline are hypothetical templates for a fictional company.
What did Starbucks do in the first week of its 2018 controversy?
In the first week of its 2018 controversy, Starbucks issued an official apology, arranged an in-person meeting between its chief executive and the two men, and announced store closures for nationwide training. Two Black men were arrested at a Philadelphia store on April 12, 2018, and the company issued an official apology by Saturday, according to NPR via WGBH. On Sunday, chief executive Kevin Johnson reiterated the apology in a video, calling the incident reprehensible and stating that he owned the failure.
Kevin Johnson traveled to Philadelphia, met the two men and delivered an apology in person, according to CBS News. On April 17, Starbucks announced it would close more than 8,000 company-owned stores on the afternoon of May 29 for racial-bias education for nearly 175,000 employees, to become part of onboarding for new hires, per ABC News and the Associated Press.
What five steps rebuild trust?
Five steps rebuild trust after a public controversy: owning the problem quickly, apologizing in person, fixing the specific cause, adding an outside check, and reporting progress with dates. Each step answers a direct question the public asks during a corporate crisis.
| Step | Question it answers | Starbucks example |
|---|---|---|
| 1. Own it quickly | Will the company admit what happened? | Official apology within two days |
| 2. Apologize in person | Does the leader take it seriously? | CEO met the two men in Philadelphia |
| 3. Fix the specific cause | Will it change? | Training aimed at the behavior behind the arrests |
| 4. Add an outside check | Can we believe the fix? | Community and civic leaders were consulted |
| 5. Report progress with dates | Is it still happening? | Public date set for the training |
Why does a specific fix matter more than a general promise?
A specific fix matters more than a general promise because the public can inspect and verify a measurable operational change. General statements cannot be audited, whereas closing 8,000 stores on a designated afternoon imposes a visible cost that signals institutional commitment. A leader must select an action that requires a real operational sacrifice and commit publicly to its completion date.
The same pattern occurred at Uber. After an outside review, Uber ended forced arbitration for individual sexual assault and harassment claims in May 2018, a structural change that carried clear liability costs, according to USA Today. The leadership scandal recovery guide covers that case in detail.
What should a first apology contain?
A first apology must state what happened, accept direct responsibility, express regret to the affected individuals, and specify what operational practices will change. The statement must avoid defensive excuses and exclude conditional phrases such as if anyone was offended. The corporate apology guide lists the parts of an apology that hold up under scrutiny.
Kevin Johnson used first-person language and named the institutional failure directly, according to NPR. Mary Barra's 2014 apology to Congress, examined in the guide to great communicators and what they do right, follows the same direct structure.
What does an apology look like in practice?
An apology names the event, accepts responsibility, expresses regret to the people harmed and commits to a specific change with a date. The example below is a hypothetical for a fictional restaurant chain, Northwind Kitchens, and is not a real statement.
| Part | Example |
|---|---|
| What happened | "On Tuesday at our Riverside location, a manager asked two customers to leave without cause." |
| Responsibility | "This was our failure, and I take responsibility for it as chief executive." |
| Regret to those harmed | "I am sorry to the two customers, and I will meet them in person this week." |
| What will change | "By March 1, every employee will complete training on how we treat guests, and we will publish the results of an outside review." |
The statement avoids "if anyone was offended" and any claim about intent. It gives a date, which turns an apology into a commitment.
What counts as an outside check?
An outside check is an independent party that confirms the fix, so the public does not have to take the company's word. Options differ in cost and strength. This table is editorial judgment.
| Option | What it adds | Limit |
|---|---|---|
| Independent review published in full | Detailed findings the company does not control | Slow, and findings may be uncomfortable |
| Advisory panel with community or expert members | Ongoing outside voices | Weak unless the panel can speak publicly |
| External audit of the changed practice | Measured results against a standard | Only as strong as the standard |
| Board-level oversight with named responsibility | A named leader accountable | Internal, so less persuasive alone |
What does a progress report look like?
A progress report lists each commitment, its date and its status, including misses. It is published on the company's site and updated on a fixed schedule. The example below is a hypothetical continuation of the apology above.
| Commitment | Date promised | Status | Note |
|---|---|---|---|
| Meet the two customers | This week | Done on November 24 | Meeting held in person |
| Training for all employees | March 1 | 78% complete as of February 1 | On track; remaining staff scheduled |
| Publish outside review | April 15 | In progress | Delayed two weeks; new date stated |
A report that shows a delay and a new date builds more trust than one that shows only successes. The public is looking for honesty about progress.
How long does it take to rebuild trust?
Rebuilding trust usually takes months or years, concluding only when sustained behavior demonstrates that the underlying problem has been resolved. Leaders must report progress on a regular schedule and publicly disclose setbacks when they occur. The PR scandals lessons guide and the crisis communications case study library document additional crisis recoveries, and the reputation management pillar covers long-term institutional trust.
What does a 12-month recovery plan look like?
A 12-month plan spreads the five steps across the year. This schedule is editorial judgment, and the right pace depends on the facts.
- Days one to seven: own the problem, apologize in person and announce the specific fix with a date.
- Weeks two to six: begin the fix, appoint the outside check and brief employees and customers.
- Months two to four: complete the main operational change and publish the first progress report.
- Months five to eight: publish the outside findings and update the commitments.
- Months nine to twelve: report results, retire the commitments that are met and state what remains.
What should a CEO avoid during recovery?
A CEO should avoid three things: declaring the matter closed too early, making new claims about the company's character and criticizing those who raised the problem. Each invites a second round of scrutiny. Let the progress report and the outside findings speak.
Frequently asked questions
How can a CEO rebuild trust after a controversy?
A CEO rebuilds trust by owning the problem quickly, apologizing in person, correcting the specific root cause, establishing independent oversight, and publishing progress milestones with verified dates.
What did Starbucks do after the 2018 Philadelphia arrests?
Starbucks issued an apology within two days, sent its chief executive to meet the two men in person, and closed more than 8,000 stores on May 29 for racial-bias education, according to the Associated Press and ABC News.
Is an apology enough?
An apology is never enough on its own because words only open the recovery process. Sustained public trust requires a verifiable, costly operational reform that proves the organization has resolved the issue.
Should the CEO apologize personally?
Where the CEO is accountable, yes, and in person where possible. Starbucks's chief executive met the two men, according to CBS News, and the personal act signaled that the company took the matter seriously.
How do you know trust is returning?
Look for concrete signs: fewer complaints on the same theme, customers who accept an explanation, reporters who cite your progress report and an outside check that confirms the fix. No source offers a single measure.
Leaders can prepare by identifying the operational correction required after a plausible controversy and determining the exact date to announce it.