How to apologize

We're presently in an uproar over comments made on a late-night Fox TV program disparaging Canada's military and indirectly slagging our war on terror. Beside the argument that Canada has done a lot of good by staying focused on the ball after 9/11, these 2-am, middle-aged frat boys need to apologize.

So, how did they say sorry for hating on a military that has lost 120 soldiers in some of the fiercest Taliban fights over seven years?  Their corporate PR department issued a press release in the name of Greg Gutfeld, one of several people implicated:
I realize that my words may have been misunderstood. It was not my intent to disrespect the brave men, women and families of the Canadian military, and for that I apologize. [The TV show] is a satirical take on the news, in which all topics are addressed in a lighthearted, humorous and ridiculous manner.
Clearly, this is not a heartfelt or spontaneous reply, but a statement that dodges responsibility for what cannot be denied, and then calls it satire. Satire, by the way, is when you tell a lie while winking; there was nothing satirical in the five minute episode.

Contrast this with what Peter MacKay's PR spokesperson Dan Dugas counselled Gutfeld to say:
I think that so-called comedian should stare in the camera at his first opportunity and apologize to all of the families of people he's hurt with these despicable comments. And he's got to say, 'I was misinformed. I was ignorant of the truth and the contribution of the Canadian Forces to the war on terror, and I want to take it back. I know as a comedian that I can fail sometimes; I failed miserably at this so-called comedy.' And his panellists should say the same.
This imagined statement, coming not from Gutfeld but from those he disparaged, would have been much more honest than Gutfeld's own clinical wording. Fox's PR people could learn a few lessons in projecting honesty and sincerity from the spokesman of Canada's Defence Minister:
  1. Make your apology personally and directly.
  2. Actually apologize; don't say you were misunderstood when you were not.
  3. Take responsibility.