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According to the attribution theory, giving an apology as early as possible leads to less conflict during the discussion and increases communication satisfaction. The way the apology is given affects the outcome and the process of forgiveness. For example, putting genuine emotion into an apology generally helps resolve disputes more quickly and helps rid negative emotions faster. When responding to a crisis, there are multiple implications and ethical standards organizations and groups might follow.

An apology is an expression of regret or remorse for actions, while apologizing is the act of expressing regret or remorse. In informal situations, it may be called saying sorry. The goal of apologizing is generally forgiveness, reconciliation and restoration of the relationship between the people involved in a dispute.
The nature of apologizing involves at least two people where one has offended the other.