Suppose you've spoken your mind about someone you don't like and have been accused of defamation. Should you apologize? If you intentionally defamed the character of another person out of ill will or spite, you're probably not going to want to apologize. But if you've either had a change of heart or a sudden realization that you're about to get sued, there are some good reasons to say you're sorry.
For one thing, apologizing--if done right--can mitigate the plaintiff's damages. Plaintiffs who sue for libel or slander in Virginia aren't just limited to recovery of out-of-pocket pecuniary losses; they can also recover damages for pure emotional distress. Even without proof of actual reputational harm, Virginia courts have allowed plaintiffs to recover compensation for mental anguish, embarrassment, and humiliation. In essence, the worse the plaintiff feels, the higher the potential for a large damages award. In the business world, studies of disgruntled customers have shown that they are more than twice as likely to forgive a company that performs poorly but then apologizes than one that offers payment in lieu of an apology. It stands to reason, then, that a plaintiff's emotional distress will likely be diminished if you make a sincere, timely apology, and publish that apology to the same group to whom you made the defamatory remarks.