When the non-apology apology wont cut it.

(From Gulf News)

Byline: Sara Miller Llana

After please and thank you, the words I’m sorry are among the first parents teach their children. But how quickly lessons can be unlearned - at least judging from the bevy of professionals at a Boston panel on how, when and why to atone.

The forum, hosted recently by the Boston public relations firm Solomon McCown & Co, was not of the “I’m sorry for stepping on your foot” variety.

Rather, this was a discourse on the fine art of the public apology: How to express remorse, restore reputations or otherwise untangle organisations from PR nightmares - all without making a …