Read: the two (short) articles “How to Say You’re Sorry: 10 CEO YouTube Apologies” by Zachary M. Seward (if the links to the apologies inside the article don’t work, please manually look up the apologies; it’s 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?