Sorry I’m not sorry: Some classic non-apologies

NEW YORK— Los Angeles Clippers owner Donald Sterling only dug himself into a deeper hole after slamming Magic Johnson when he was supposed to be atoning for his own racist remarks. But he’s not the first celebrity to learn the perils of making a non-apology apology.

Sterling is facing fresh rebukes for repeatedly bringing up the former NBA star’s HIV status and calling him an unfit role model during an interview with CNN’s Anderson Cooper. Communications experts say this was among the worst apologies ever.

“People should be watching this for a long time and understand what not to do in a television interview,” says Steve Adubato, who teaches crisis communications at New York University.

ADVERTISEMENT
0 seconds of 0 secondsVolume 0%
Press shift question mark to access a list of keyboard shortcuts
00:00
00:00
00:00
 

Sterling made the classic mistake of dragging other people into a conversation that should have only been about him. An apology should be straightforward and sincere, not about what others may have done.

“The apology has to be absolutely genuine,” says Amiso George, who teaches strategic communication at Texas Christian University Texas. “It has to be from the heart. Not something that the person has to do.”

Here’s a look at other public figures who failed to simply say “I’m sorry” and why it didn’t work.

Too many excuses

Disgraced Tour de France champion Lance Armstrong admitted last year to Oprah Winfrey that he led a doping scheme but peppered his apology with excuses rather than contrition.

“I went and looked up the definition of cheat,” he said. “And the definition is to gain an advantage on a rival or foe. I didn’t view it that way. I viewed it as a level playing field.”

YouTube awkardness

In a clumsily edited video on YouTube last year, Paula Deen tried to apologize after court documents revealed she had admitted using racial slurs. But her apology was defensive, and it looked like a hostage video.

That video was quickly scrapped and replaced with a second video and more defensiveness. “I want people to understand that my family and I are not the kind of people that the press is wanting to say we are,” the celebrity chef said.

Saying sorry … to the wrong people

Chip Wilson, founder of Lululemon Athletica Inc., apologized to his employees, not the general public, after saying in a television interview that some women’s bodies “just don’t actually work” in his company’s exercise pants.

In a video posted online last year, Wilson said to his workers: “I’m sorry to have put you all through this.” But he didn’t retract his original statements.

The unrepentant mayor

After Toronto Mayor Rob Ford was accused of smoking crack, he lashed out at the media, and then made a non-apology apology for an interview in which he suggested a reporter was a pedophile.

Ford said it is “unfortunate that the word I did not say has been ascribed to me by the media, but I wish to sincerely apologize.”

The backhanded apology

After calling President Barack Obama a “subhuman mongrel,” rocker Ted Nugent apologized “for using the street fight terminology of subhuman mongrel.”

He went on to say that he should have called Obama a “violator of his Constitution, the liar that he is.”

Log this as an apology

Maine Gov. Paul LePage used a sexually vulgar phrase and said a Democratic senator had a “black heart” and “ought to go back in the woods and cut trees” for criticizing a LePage budget proposal.

He later apologized to pretty much everyone except the senator, saying he was sorry if he offended anyone, but was trying to “wake the people of Maine up” to the fact that lawmakers are raising taxes.

‘Mistakes were made’

Former President Ronald Reagan was a master of the non-apology apology. In a 1986 radio address admitting to missteps in the Iran-Contra scandal, the president famously said “mistakes were made” — a passive acknowledgement of wrongdoing that didn’t directly implicate anyone.

Talk to us

> Give us your news tips.

> Send us a letter to the editor.

> More Herald contact information.

More in Local News

Aaron Weinstock uses an x-ray machine toy inside the Imagine Children Museum on Tuesday, Dec. 3, 2024 in Everett, Washington. (Olivia Vanni / The Herald)
Imagine Children’s Museum $250k grant reinstated following federal court order

The federal grant supports a program that brings free science lessons to children throughout rural Snohomish County.

Snohomish County 911 Executive Director Kurt Mills talks about the improvements made in the new call center space during a tour of the building on Tuesday, May 20, 2025 in Everett, Washington. (Olivia Vanni / The Herald)
New 911 center in Everett built to survive disaster

The $67.5 million facility brings all emergency staff under one roof with seismic upgrades, wellness features and space to expand.

Everett
Five arrested in connection with Everett toddler’s 2024 overdose death

More than a year after 13-month-old died, Everett police make arrests in overdose case.

Madison Family Shelter Family Support Specialist Dan Blizard talks about one of the pallet homes on Monday, May 19, 2025 in Everett, Washington. (Olivia Vanni / The Herald)
Madison Family Shelter reopens after hiatus

The Pallet shelter village, formerly Faith Family Village, provides housing for up to eight families for 90 days.

Helion's 6th fusion prototype, Trenta, on display on Tuesday, July 9, 2024 in Everett, Washington. (Olivia Vanni / The Herald)
Helion celebrates smoother path to fusion energy site approval

Helion CEO applauds legislation signed by Gov. Bob Ferguson expected to streamline site selection process.

Everett Historic Theater owner Curtis Shriner inside the theater on Tuesday, May 13, 2025 in Everett, Washington. (Olivia Vanni / The Herald)
Historic Everett Theatre sale on horizon, future uncertain

With expected new ownership, events for July and August will be canceled. The schedule for the fall and beyond is unclear.

Driver survives guardrail running through car in Everett crash on I-5

Driver hospitalized with non-life-threatening injuries.

Outside of the Madrona School on Monday, Aug. 26, 2024 in Edmonds, Washington. (Olivia Vanni / The Herald)
Sewer district notifies Edmonds schools of intent to sue

The letter of intent alleges the school district has failed to address long-standing “water pollution issues” at Madrona K-8 School.

Everett
Man stabbed in face outside Everett IHOP, may lose eye

Police say the suspect fled in the victim’s car, leading officers on a 6-mile chase before his arrest.

People swim in the Yost Pool during Open Fitness and Lap Swim on Tuesday, May 27, 2025 in Edmonds, Washington. (Olivia Vanni / The Herald)
Feeling the heat in Snohomish County: How hot will it get where you live?

Everett is expected to hit low 80s with inland areas reaching near 90.

The Mukilteo Boulevard Homer on Monday, May 12, 2025 in Everett, Washington. (Olivia Vanni / The Herald)
‘Homer Hedge’: A Simpsons meme takes root in Everett — D’oh!

Homer has been lurking in the bushes on West Mukilteo Boulevard since 2023. Stop by for a selfie.

Pat Cronin and Jamie Lyon look over a zoning district map draft of Everett on display during an Everett Planning Department open house at Everett Station on Wednesday, Feb. 26, 2025 in Everett, Washington. (Olivia Vanni / The Herald)
Everett to release final draft of comp plan

The city will release the draft of the planning document on May 30, staff said. It will likely go to a vote before the council in June.

Support local journalism

If you value local news, make a gift now to support the trusted journalism you get in The Daily Herald. Donations processed in this system are not tax deductible.