A lot of public figures caught saying or doing nasty things offer the "non-apology" -- I'm sorry if I offended anyone." Here are some rules for apologies: It must contain admission of error and regret for the action. Use of a modifier (as in the example above) is not an apology. Use of an excuse to redirect or limit the scope is not an apology. Pointing out offenses of others invalidates an apology. Claims of benign intent are irrelevant. Apologize for the action, not the consequence. Apologize directly to the offended parties in private. Only later apologize in public -- and if the two don't match it isn't an apology. These rules are explained in more detail here.
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