Actually I'm not. I don't have anything to apologise for, as far as I'm aware. However, there has been a spate of apologies recently, so I thought I'd get in on the act.
In the last week alone, Serena Williams has apologised for her outburst at the US Open Tennis; Kayne West has apologised for wrestling the mike from Taylor Swift at the MTV Video Music awards; and Manchester City's Emmanuel Adebayor has apologised for running the length of the pitch to celebrate his goal in front of the Arsenal fans. So what has brought on this spate of contrition?
Obviously, all of the above were given a stiff talking-to by their publicists. The best PR policy (other than not making an idiot of yourself in the first place) is to apologise quickly and completely. Of course, a fulsome apology doesn't make things right again. However, the old adage "Least said, soonest mended" does not apply in the world of PR. You need to come out with your hands up, admit your failure, and promise to do better in future. Unfortunately, some celebrities become serial apologisers (check the cuttings for Naomi Campbell).
You can't keep making mistakes and getting away with it by wringing your hands and saying what a fool you've been. But if it all goes wrong, a quick and hertfely apology is the best way to resolve matters.
By the way, I'm really sorry if this article caused any offence. Honestly.