Bad stuff happens. United Airlines, Wells Fargo, and Samsung- all companies with a significant interface with the public- know this all too well. And when damaging policies or management decisions gone awry have the potential to hurt sales and the brand, companies can go into crisis mode. The external communications that come out of this crisis is the piece we, as the public and customers, see. Knowing what to tell the public and when is critical. Start with, "We're sorry." With no caveats or excuses attached, reflect your understanding of who needs that apology, say it sincerely, and do it fast. Don't let your first reaction be a defensive one.
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