The article presents the differing views of two public relations executives about the necessity for companies to apologize following a communications crisis. Peter Duda, executive vice president (EVP) at Weber Shandwick, believes that companies should address the fear, outrage and concern of stakeholders, fix the problem and make a credible commitment. Gil Schwartz, EVP at CBS Corp., considers an apology as a mandatory curtsy the media requires that often ends in the embarrassment of firms.