Sit up and take note. We’ve been getting a masterclass in how not to handle a media crisis recently, and those in the public eye need to pay attention.

With both brands and high-profile individuals demonstrating surprising levels of ignorance when it comes to public apologies, it seems that, in 2018, sorry is still the hardest word. For those so used to being in the spotlight and understanding the power of popular opinion, it’s startling to see their misjudged attempts at damage control.

However entertaining it may be to watch both backlash and backtracking, there are serious lessons to be learnt from this spate of media mistakes, and the offences themselves are no laughing matter.

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