BulletProofBlog the blog on crisis communications

From sports figures to politicians to corporate executives, it seems that everyone is apologizing for something these days. There are no secrets anymore. The speed with which information travels along countless channels in both the traditional and digital media spheres means that, if you' re a public figure who' s done something wrong, there' s little chance that it will remain covered up for long.

Thus, the apology has evolved into an art form. In order for a mea culpa to be accepted by a growing litany of critics, there are three general rules that apologists should stick to.

First, quickness is key. As the Oklahoman' s Penny Cockerell aptly points out in an article for which I was interviewed last week, the longer you say nothing, the more room there is for "others to say plenty."

Second, an apology that isn' t sincere isn' t an apology at all - it' s an excuse. When Alex Rodriguez clumsily read his apology for steroid use as if he' d never seen it before - let alone practiced it - criticism of the New York Yankees slugger only intensified because, in spite of his words, he didn' t seem sorry at all.

And third, the apologist must make a sacrifice. Once the public sees that someone has paid a price for a mistake and that some form of justice has been meted out - even if that justice is carried out by the wrongdoer himself - it is ready to move on.

Apologies are all about taking responsibility and taking action to rectify the wrong that' s been done. Those that run to the light often live to fight another day. Those that don' t often to lose everything.