Sterling’s Disastrous “Sorry I'm Not Sorry” and Other Classic Non-Apologies

NBA Commissioner Adam Silver, left, talks with Magic Johnson as they watch the Los Angeles Clippers play the Oklahoma City Thunder in the first half of Game 4 of the Western Conference semifinal NBA basketball playoff series, Sunday, May 11, 2014, in Los Angeles. "He's living in the stone ages," Johnson said in an interview that aired Tuesday with CNN's Anderson Cooper, a day after Sterling made his first public comments since racist recordings emerged last month and earned him a lifetime NBA ban. "You can't make those comments about African-Americans and Latinos. You just can't do it." (AP Photo/Mark J. Terrill)

NEW YORK (AP) — Los Angeles Clippers owner Donald Sterling only dug himself in deeper after slamming Magic Johnson when he was supposed to be atoning for his own racist remarks. But he's not the first celebrity to learn the perils of making a non-apology apology.

Sterling is facing fresh rebukes for repeatedly bringing up the former NBA star's HIV status and calling him an unfit role model during an interview with CNN's Anderson Cooper. Communications experts say this was among the worst apologies ever.

“People should be watching this for a long time and understand what not to do in a television interview,” says Steve Adubato, who teaches crisis communications at New York University.

Sterling made the classic mistake of dragging other people into a conversation that should have only been about him. An apology should be straightforward and sincere, not about what others may have done.

“The apology has to be absolutely genuine,” says Amiso George, who teaches strategic communication at Texas Christian University Texas. “It has to be from the heart. Not something that the person has to do.”

Here's a look at other public figures who failed to simply say “I'm sorry” and why it didn't work.

LANCE ARMSTRONG

Disgraced Tour de France champion Lance Armstrong admitted last year to Oprah Winfrey that he led a doping scheme but peppered his apology with excuses rather than contrition.

“I went and looked up the definition of cheat,” he said. “And the definition is to gain an advantage on a rival or foe. I didn't view it that way. I viewed it as a level playing field.”

PAULA DEEN

In a clumsily edited video on YouTube last year, Paula Deen tried to apologize after court documents revealed she had admitted using racial slurs. But her apology was defensive, and it looked like a hostage video.

That video was quickly scrapped and replaced with a second video and more defensiveness. “I want people to understand that my family and I are not the kind of people that the press is wanting to say we are,” the celebrity chef said.

CHIP WILSON

Chip Wilson, founder of Lululemon Athletica Inc., apologized to his employees, not the general public, after saying in a television interview that some women's bodies “just don't actually work” in his company's exercise pants.

In a video posted online last year, Wilson said to his workers: “I'm sorry to have put you all through this.” But he didn't retract his original statements.

ROB FORD

After Toronto Mayor Rob Ford was accused of smoking crack, he lashed out at the media, and then made a non-apology apology for an interview in which he suggested a reporter was a pedophile.

Ford said it is “unfortunate that the word I did not say has been ascribed to me by the media, but I wish to sincerely apologize.”

TED NUGENT

After calling President Barack Obama a “subhuman mongrel,” rocker Ted Nugent apologized “for using the street fight terminology of subhuman mongrel.”

He went on to say that he should have called Obama a “violator of his Constitution, the liar that he is.”

PAUL LEPAGE

Maine Gov. Paul LePage used a sexually vulgar phrase and said a Democratic senator had a “black heart” and “ought to go back in the woods and cut trees” for criticizing a LePage budget proposal.

He later apologized to pretty much everyone except the senator, saying he was sorry if he offended anyone, but was trying to “wake the people of Maine up” to the fact that lawmakers are raising taxes.

RONALD REAGAN

Former President Ronald Reagan was a master of the non-apology apology. In a 1986 radio address admitting to missteps in the Iran-Contra scandal, the president famously said “mistakes were made” — a passive acknowledgement of wrongdoing that didn't directly implicate anyone.