 For five reasons why some apologies suck, here's how to avoid them. Literally apologize, say I'm sorry, you'd be surprised how many people get this part wrong. Acknowledge your responsibility, and don't half-ass it. In order for it to feel genuine, you need to fall on your sword, according to one PR expert. Yeah, acknowledging how you were perceived just doesn't cut it. Explain or account for what happened. Be specific and don't make excuses. Offer to fix it. Maybe you should redirect your royalties from your hit song about mistreating women to a charity for women, or the salary from your new Broadway show to fight racism and entertainment. This is another place where folks come up short, giving a sort of vague I'll try to do better instead of saying I won't do this again, which is not the same thing.