Zuckerberg's blog post is structured like a textbook example of a crisis PR response:
- Paragraph 1: Apologize for the specific problem
- Paragraph 2 & 3: Explain what happened/what let to the mistake
- End of paragraph 3: Condemn the mistake
- Paragraph 4: Explain what needs to be done to fix the problem. In my opinion he would have been better off addressing Facebook users directly here instead of referring to them as "people" (not very personal)
- Paragraph 5: Explain what has been done to fix the problem and tell users about it
- Paragraph 6: Thank users for sharing their concerns, thereby validating them. The only thing he didn't do at the end was discuss how Facebook plans to "make up" for their mistake (such as Apple offering in-store credit to early iPhone adopters, or JetBlue issuing vouchers after the Valentine's Day disaster). But then again, Facebook is a free service which sets it apart from those examples.