The document lists 7 examples of counterproductive public apologies: 1) Zinedine Zidane refusing to apologize to an opponent after a game 2) The CEO of Boeing expressing disappointment about a data breach but not fully accepting responsibility 3) Tiger Woods' apology for his "irresponsible and selfish behavior" after multiple infidelities 4) Alex Rodriguez apologizing for past steroid use but making excuses about being young and naive 5) A bishop only conditionally apologizing for offensive remarks if he had known the full harm in advance 6) KFC only partially apologizing for an inconvenience without fully accepting responsibility 7) Michael Phelps issuing multiple apologies over the years for youthful mistakes and

1. 7 Counterproductive Behaviors Public Apology:

2. Counterproductive Behavior #1:

4. or

6. "After the game, I went into the dressing room and told them, 'Forgive me. This doesn't change anything, but sorry everyone. But to him I can't. Never, never. It would be to dishonor me.... I'd rather die." Former French soccer player, Zinedine Zidane

7. Counterproductive Behavior #2:

8. Sorry

9. I am not

10. "I've received many e-mails over the past 24 hours from employees expressing disappointment, frustration, and downright anger about yesterday's announcement of personal information belonging to thousands of employees and retirees being on a stolen computer. I'm just as disappointed as you are about it. " Boeing CEO, Jim McNerney

11. Counterproductive Behavior #3:

12. Too Little Too Late

13. Tiger Woods “ I want to say to each of you, simply, and directly, I am deeply sorry for my irresponsible and selfish behavior I engaged in.”

14. Counterproductive Behavior #4:

15. I’m Sorry,

16. but...

17. “ Back then it was a different culture. It was very loose. I was young. I was stupid. I was naïve.... I did take a banned substance, and for that I am very sorry and deeply regretful.” A-Rod

18. Counterproductive Behavior #5:

19. I’m Sorry,

20. if...

21. “ I regret having made such remarks, and that if I had known beforehand the full harm and hurt....I would not have made them…..” Bishop Richard Williamson

22. Counterproductive Behavior #6:

23. Ha lf apo logy

24. KFC “… we are really sorry for the inconvenience and we thank you for understanding. ”

25. Counterproductive Behavior #7:

26. Repeated Repeated Repeated Apology

27. Fe bruary, 2009 “ I engaged in behavior which was regrettable and demonstrated bad judgment. I’m 23 years old and despite the successes I’ve had in the pool, I acted in a youthful and inappropriate way.... For this, I am sorry. I promise my fans and the public it will not happen again.” November, 2004 “ I made a mistake. Getting in a car with anything to drink is wrong, dangerous and unacceptable. I'm 19 but was taught no matter how old you are, you should always take responsibility for your actions, which I will do." Michael Phelps

28. Oxana Trush [email_address]