Ben Dunne

Anton Savage: ‘I can’t blame anyone but myself’ – the six simple words that saved Ben Dunne

The tycoon’s humbling apology eventually saw him escape a backlash from the public over payments to politicians

Ben Dunne: won the hearts of the public by eating humble pie. Picture: Independent News and Media

Public apologies are like Italian cooking; ostensibly simple because they require so few ingredients, yet often ruined by poor execution. The recipe for the perfect apology is simple, so simple that sorrywatch.com (who specialise in rating celebrity apologies) have distilled it down to six simple ingredients.

1) Use the words ‘I’m sorry’

2) Say what you are sorry for

3) Show you understand you know why the thing you did was bad

4) Be VERY ...