On the Money: How to Say You're Sorry

Companies don't like to apologize -- who does? In the old days they didn't apologize for anything, but now at least they'll say they're sorry for spilling things, like 4 million gal. of diesel fuel on the Pittsburgh area. Ashland Oil made an apology for that in 1988, soon to be followed by Exxon's apology for spreading 11 million gal. on Alaska. For being a few days late with its statement, Exxon was branded a lout.

Companies have also apologized for recent gaffes that Marge Schott might have appreciated, such as Radio Shack's putting out a video game with a swastika...