Sorry seems to be the hardest word

When you were six years old, and your mother or father insisted that you apologize for a transgression, you likely tilted your head ever so slightly toward the offended party and mumbled "sorry."

Heartfelt? Hardly. But even the most dispassionate use of this "magic" word tended to end the discussion rather promptly. And, when you are six, you quickly figure out that moving on has definite advantages over obstinance.

As we mature, of course, the offenses requiring an apology grow in size and significance. Whether the act was one of omission or commission, adults hurt each other's feelings every once in a while. When that happens, most of us are able to suck it up and do the grown-up version of the mumbled "sorry." For athletes and other high profile folks, however, it seems to be a different story.

Case in point: The recent "apology" by former Philadelphia Eagles wide receiver Terrell Owens and his bombastic agent Drew Rosenhaus.

Having just been suspended by the Eagles for his conduct, Owens' apology consisted of phrases like "I'm sorry for anything I might have said or might have done that might have offended someone" and such. In other words, "I had no idea you were all so thin-skinned..."

Then Rosenhaus stepped to the mic and made his client, who stood in the background, head bowed, out to be the victim in this whole shabby mess. That is, on the questions he chose to answer...

If this circus were a one-off incident, we could chuckle and move on. But how many people have we seen in recent years come on camera and offer a half-hearted, "someone is making me read this" statement of remorse?

We neither need nor want a pound of flesh in these cases. We simply want those in the public eye to act a bit more like regular folks when it comes to offering their regrets for misdeeds.

Such is also the case with corporate errors that seem to suggest the need for some expression of regret. The attorneys quickly take over, and any possible opportunity to move on is lost in a sea of "mights" "maybes" and "possiblys."

Make no mistake: Your company's legal interests must be protected. (After all, you don't hop out of your car after getting into an accident and say, "Boy, was that dumb of me, or what?") But, as a wise PR person once said, "The court of public opinion is meeting today." How can you skillfully handle such a situation?

• Determine what you can and can't talk about, and don't stray - In any situation, there are things you can't discuss because they deal with personnel, financial details, or other items that simply don't need to be aired. Determine those two lists before you step in front of the mic.

• Apologize for the situation - "We are sorry this has happened" is a lot different than "We are sorry for what we did." The latter can come later, if necessary.

• Stress your willingness to cooperate - If it's a matter involving "authorities" of some form or fashion, be certain to drive home how much you are cooperating.

• Be heartfelt, but not emotional - Sincerity is essential; weeping is detrimental.

The message: Let people know that you take the matter seriously, and that you intend to see the situation through to a resolution. And, by all means, leave your loud-mouthed agent at home...