Koizumi Apologizes (Talk Is Nice...)

Stung by Chinese anti-Japan riots and more importantly by Chinese efforts to keep Japan off an expanded UN Security Council, Japan's prime minister Junichiro Koizumi apologized for World War II attrocities to an audience that included leaders of the nations that suffered most at the hands of wartime Japan, China and Korea.

Here's Koizumi's apology, as reported by the NYTimes:

... Mr. Koizumi said, "Japan, through its colonial rule and aggression, caused tremendous damage and suffering to the people of many countries, particularly to those of Asian nations."

Without identifying any other country, he added: "Japan squarely faces these facts of history in a spirit of humility. And with feelings of deep remorse and heartfelt apology always engraved in mind, Japan has resolutely maintained, consistently since the end of World War II, never turning into a military power but an economic power."

There's nothing new in this apology; it rehashes earlier efforts by Japanese leaders to put World War II behind them. Talk is nice, but it is a poor substitute for action. Speaking as a crisis communications expert, here's what I'd recommend to Mr. Koizumi, were he my client:

• Mention China and Korea by name, and apologize specifically for what happened there. And in Burma, Singapore and elsewhere. By name. Lay a wreath in those countries and be photographed with a tear running down your cheek.
  
• Meet with Japanese veteran groups and apologize to them, too, for the statements. This will be a tricky messaging strategy, but given the Japanese psyche, it's essential.
  
• Push hard for the Diet (Japan's Congress) to enact a law specifying that henceforth, Japanese textbooks will present an honest and complete story of Japan's attrocities in World War II, including details on how the country has apologized, and impose stiff penalties for perps who don't follow the rules.
• Deal forthrightly and generously with any claims that arise from those on who attrocities were perpetrated.

World War II ended 50 years ago. It is time, past time, to mend the wounds that Japan has yet to minister to effectively.

See also:
Beijing and the Tiananmen Teapot
China-Japan Demons At Play
Chinese Snuff Out Internet Dissent
How Will Chinese Stop the Riots?