Read: the two (short) articles How to Say Youre Sorry: 10 CEO YouTube Apologies by Zachary M. Seward (if the links to the apologies inside the article dont work, please manually look up the apologies; its worth watching them!) and The Art of the Airline Apology by Scott McCartney.
How is the information discussed in the articles similar or different compared to what you have heard/learned about formal apologies?
What are some rules/conventions do these CEOs follow when delivering public apologies?
Which apology approach/technique, in your opinion was the strongest and the weakest? Why?