You're Not Sorry Enough
Joe Francis, the sleazebag behind "Girls Gone Wild," said awful things about the jury that convicted him of false imprisonment. He didn't make things any better with this apology (which may have been written by his lawyer).
I deeply regret the remarks attributed to me in the interview with the Hollywood Reporter. They were hurtful and do not reflect my true feelings. While I disagree with the jury's verdict as I am completely innocent of the charges and intend to appeal, I was afforded a fair trial, and if I lose at the appellate level, I will reluctantly but fully accept the jury's verdict. ... My comments are appalling, but anyone who has ever been wrongfully convicted of a crime that they did NOT commit would be as frustrated as I am. I want to apologize to all the jurors, the court, the city attorney, and my attorneys for my comments that were manipulated by the media, and please know I am truly ashamed of my conduct. I am truly, truly sorry. I hope everyone will understand I was not being serious and that I fully and deeply apologize for my remarks.
So what should he have done? What I advise my clients to do: speak of your high standards and values and how you temporarily lapsed. A mistake can actually be an opportunity to stand up for something and show yourself to be larger than your recent actions.
Of course, Francis may not have any standards, and I wouldn't get near his values without a gas mask. But the rest of us may learn something here: (a) Speak of your standards. (b) Shift quickly to the future and how you're going to fix things. (c) Speaking of the future, find a line of work that doesn't involve drunk women.