` ` If you have to take time to say ' sorry , ' you 're not being authentic , '' ethicist says . ' ' ' apology the latest ` ` I ' m sorry '' in society . Society needs apologies , but ` ` serial murders ... never happen , '' ' ethics expert says .
`` If you have to take time to say 'sorry , ' you 're not being authentic , '' ethicist says . Tiger Woods ' apology the latest `` I 'm sorry '' in February . Society needs apologies , but `` serial apologies ... never work , '' business ethics expert says .