Logan Paul said he was sorry — twice — after he seemingly filmed and posted video of the body of a person who had committed suicide.

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Leaders who apologize for their mistakes are actually perceived as stronger and more inspirational than those who don’t acknowledge their mistakes, according to a study.

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The company says that the program’s tweets ‘do not represent who we are or what we stand for, nor how we designed Tay.’

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Whatever it was that you said that you shouldn’t have, you know what to say next — “I’m sorry.”

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Five tips to ensure that the one you give hits just the right note.

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