How, you ask, can we tell if a smooth-sounding apology is genuine? Well, that "What we're going to do about it" part really shines through here. That's not just

How, you ask, can we tell if a smooth-sounding apology is genuine? Well, that "What we're going to do about it" part really shines through here. That's not just coming from the PR department, or if it is then it's a rather unusual company. Besides, if the apology is made sincerely and publicly and efforts are made to prevent a recurrence then I'm not sure I CARE whether it is "genuine" -- the effect is the same either way.