“對不起”似乎是最難說出口的詞，艾爾頓·約翰20世紀70年代發行過的同名熱單(Sorry Seems to be the Hardest Word)就是這麽唱的。不過，並不是每壹位公眾人物都覺得這個頗有分量的詞難以啟齒。
In recent months a broad spectrum of public figures, from politicians, to Hollywood actors and YouTube stars have all publicly expressed remorse.
近幾個月來，各個領域的公眾人物，從政界人士到好萊塢演員再到YouTube明星，都曾公開表達過歉意。
But with so much remorse on the airwaves, just how can we differentiate a forced apology from a heartfelt expression of remorse?
但是電視屏幕上的這麽多歉意，我們要如何分辨哪些道歉是被迫作出的，哪些是真心實意的懊悔呢?
In its purest form, saying sorry should be an "act of contrition, a realisation that something you have said or done has hurt someone and you want to make amends", says psychologist Geraldine Joaquim.
心理學家傑拉爾丁·若阿金說，最純粹的道歉應該是壹種“表達悔意的行為，意識到妳所說或所做的事情給某人造成了傷害，而妳想對此做出補償”。
如何道歉最有效?
Made early, a well-crafted apology can be hugely beneficial and can "diffuse the situation and takes the wind out of an accuser's sails", she says.
她說，如果早早地認真道歉，將會非常有益，可以“緩和局勢，讓對方消氣”。
A need to say sorry can arise in someone's public life and equally at home with their family and friends but, whatever the environment, how well it is received depends on how personalised it feels.
在公***生活中以及和家人朋友相處的過程中都可能出現需要道歉的情況，無論是在哪種環境中，妳的道歉能否被接受取決於有沒有說到對方心裏去。
Experts say the formula for an affective apology can be summed up with the acronym CAR:
專家說，情真意切的道歉可以用縮寫CAR來概括：
show concern 表達關心
demonstrate action 展示行動決心
offer reassurance 提供安慰
"People want the response to be personal to them, to feel that they're being listened to and taken seriously," says Martin Stone, of PR agency Tank.
公關機構Tank的馬丁·斯通說：“人們希望道歉能關乎他們個人，感覺到自己被傾聽，而且被認真對待。”
He says that, in the professional sphere, the phrase "formal apology" is often used, but, in reality, the opposite is what is required.
他說，在專業領域裏經常用“正式道歉”這個短語，但事實上，人們需要的是非正式道歉。
From businesses, governments and organisations, a scripted response will fail to resonate as it will not convey empathy and compassion.
來自企業、政府和組織的道歉信無法讓人們產生***鳴，因為它不能傳達同理心和同情心。
Whether online or in person, the timing and choice of language in an apology are decisive factors.
無論是在網上道歉還是當面道歉，道歉的時機和語言選擇都是決定因素。
"Firstly, it is important to show that you understand and sympathise," says Stone.
斯通說：“首先，應該表示妳理解對方的感受並且表示同情，這很重要。”
"It is vital that any business or individual making an apology understands the focus - is it sorry for the way it's acted or is it sorry that the complainant feels the way they do?"
“任何作出道歉的企業或個人都應該理解的重點是：他們是為自己做事的方式感到懊悔，還是為造成抱怨者的不滿而抱歉?”
如何分辨道歉是真心還是假意?從四個方面來判斷
Spontaneity - watch out for the speed of response, the quicker the apology comes, the better indication that the person making it has felt an immediate sense of guilt
自發性——註意反應的速度，道歉越早，越能顯示出道歉者是否立刻感到內疚。
Body language - if genuine, the person making the apology will be looking for listening clues to see if they are being understood, such as eye contact and facial expressions
肢體語言——如果是真誠的道歉，道歉者會通過眼神交流和面部表情等細節來確定自己的話是否被理解。
Vulnerability - performed apologies always have a sense of being "acted out", and are often accompanied by too many theatrical gestures. If the person is genuine they will provide "humbling signals"', such as a lowered head, to indicate remorse and vulnerability
示弱——假裝的道歉總是有壹種“表演”的感覺，通常伴有太多做作的姿勢。如果道歉者是真誠的，他們會傳遞出“謙卑的信號”，比如低下頭，來表示懊悔和示弱。
Denial gestures - the biggest clues of insincerity can come after the gesture itself, with non-verbal signals that silently reject the words used; this can include looking to the floor and smirking.
表示否認的肢體語言——妳可以從肢體語言中發現道歉者不真最明顯的線索，這種非言語信號會無聲地否認道歉者所說的話;比如，看向地面、假笑等。
道歉應該避免說哪些話?
Linguistically it is also important to avoid dehumanising statements or promises that can't be kept.
從語言學上講，務必要避免沒有人性的言論或不能實現的諾言。
"Don't say that you'll ensure that this will not happen again if you're not confident it won't. It could come back to bite you," Stone explains.
斯通解釋道：“如果妳沒把握以後不會再發生這種事，那就不要說這種話。這種承諾將來會回頭來找妳麻煩。”
Equally, the use of "but" can hugely change the tone of an apology.
同樣，“但是”這個詞也會極大地改變道歉的語氣。
As Stone points out: "I'm sorry but…' sounds like you are making excuses and aren't actually taking any form of responsibility.
正如斯通指出的，“我很抱歉，但是……”聽上去就像妳在找借口，而不是真的要承擔任何責任。
"It may be three letters but it can instantly make an apology seem hollow."
“‘但是’也許只有兩個字，卻會馬上讓妳的道歉顯得毫無誠意。”