After hearing and reading a number of recent apologies that basically said - I'm sort of sorry if you think I did something wrong although this is not an admission of guilt - that I thought I would make some suggestions for the spin doctors to use.
The following might give some starting points and you can circle the words that apply.
I did…
This was wrong/illegal/immoral.
I 'm sorry I did...(not just sorry that I got caught).
I will fix it by…
I won't do it again/I won't get caught next time.
Yes, I am an idiot/politician/sports person.
