A Discursive Analysis of Crisis Response Strategies in CEO Apologies—Drawing on Linguistic Insights from the Appraisal Framework

When corporations are confronted with a crisis, well-crafted CEO apologies can serve to repair, restore, and rebuild damaged corporate image. In prior research, the use of linguistic resources exhibited in apology discourse for different crisis response strategies has not been sufficiently examined. Drawing on appraisal framework subsumed resources, this study analyzed discursive construction leading companies listed Fortune Global 2000. The findings revealed an integrated which attitude predominated, while types were deployed various achieve rhetorical persuasion communication. proposed integrating could guide CEOs communicators right words when composing apologies.