There's a little section in the most recent issue of WIRED on "how to apologize." After Intel stole my logo, and got caught doing it, I think maybe they should have probably have read it. As WIRED says, "the unapologetic apology marks you as a pathetic weeny." You can read the full letter at the bottom of this article.
WIRED's steps for apologizing properly:
- Come Clean Quickly: Intel did a fairly good job of this, sending me an email within 48 hours.
- Avoid weasel words (I'm sorry if you...") that shift blame: Yeah, Intel used the weasel words. They were sorry if I was angry. As if the whole thing is my fault.
- Make Good: They didn't give me anything...not even a proper apology.
If they'd have offered me an interview with a midlevel executive or given me a scoop on some green technology, I would've been more than satisfied. But they stole my logo...and then they didn't even say they were sorry.
I do want to make one thing clear. I like Intel. I think they do lots of great things and work hard for the environment. I have friends who work at environmental orgs that are funded almost solely by Intel. I know that this has nothing to do with the company as a whole, but we were surprised by their lack of courtesy through this entire process.
Honestly, the biggest surprise of the whole thing was the response from the Internet. Over a hundred thousand people came by to show their support, there were fake Intel logos and stories all across the internet. So thanks for that, I think Intel got the message...they'll certainly be more careful in the future.
Thanks everyone for your hard work on behalf of EcoGeek. And if you've never been here before, welcome. We write about all the various and powerful ways in which our brains are saving our planet.
If that sounds interesting to you, take a look around. Or just sign up for our RSS feed.
I work in Intel's Mobility Group, and I'm sorry it has taken us some time to get back to you, but in good old fashion Intel culture we wanted to look into this in-depth before contacting you.
We could make a lot of excuses about this, but if you were surprised and angered about it, we apologize. We didn't intend to imply either association with or an endorsement by EcoGeek through use of your logo - it is a very cool graphic.
We have already begun taking steps to pull the logo from all of our material and hope to have that completed today.
Director of Mobile Consumer Marketing
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