I mentioned previously the "Stop the Presses" blog run by a firm called Levick Strategic Communications, who are in the business of ... well, strategic communications. Which includes apology advice, when needed. I added the blog to my feed as a useful resource, because they tend to comment on high profile apologies. Have a look if you want a different take than mine for some incomprehensible reason.

Anyhow, a recent entry at Stop the Presses faults Michael Vick for apologizing too late ... and soon-to-be former U.S. Senator Larry Craig for apologizing too soon:

On the 'waited too long' end of the spectrum we have pro football player Michael Vick-nearly three months elapsed from the time that he was accused of illegal dog fighting until the time he actually issued an apology. And when he finally did apologize-virtually everyone saw it as too little too late. While he can recover, it scores low on the courage and integrity scale.

And on the 'apologized too soon' end of the spectrum we have Senator Larry Craig, who was in such a hurry to issue his apology that he apparently bypassed legal and crisis communications counsel, his chief of staff, and good sense in general, and rather than just apologize, he pled guilty. ('A Tale of Two Apologies,' Stop the Presses)

Of course, the moral of the story as they tell it is ... hire a good strategic communications firm before you get in trouble. Wow! Didn't see that coming!