Why and how to use video for public apologies

Celebrities—and their PR teams—have had lots of practice issuing apologies
this year.
Many have come in written statements, and many of those have fallen flat.
Whether the apologies have come for sexual misconduct amid the rise of
the #metoo movement or for general misbehavior,
a good apology must convey sincerity and authenticity.
Methods for expressing contrition are changing as well, with social media
becoming an important channel for apologies and public interaction with
pu