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PR expert gives a fascinating insider breakdown of what goes into a celebrity public apology

"The words that you use need to rebuild and not create more agitation online."

PR expert gives breakdown of celebrity public apologies

At this point in time we're all pretty familiar with celebrity public apologies. Some big name makes a misstep, people ensure the celebrity sees their outrage and within a few days there's a public apology that feels sincere...sort of.

Then there are those that clearly either didn't listen to their PR people or decided to side step them. Those particular PR-less apologies feel disastrous and typically makes things much worse.

The truth of the matter is, people generally aren't taught how to apologize appropriately. Sure as little kids our grown-ups would say things like, "tell your brother you're sorry," sometimes guiding us to name what we are sorry for but that's about it. As you age your infractions evolve from apologizing for hitting your sibling with a toy to something more egregious like accidentally offending an entire community.

But with social media making viral celebrities every day, regular people are given the same opportunity to need to apologize publicly - minus the PR team. That's where Molly McPherson steps in.

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