There has been a disturbance in The Force... Picture this: I was introduced to a well known feature writer. As my name was spoken ("I'd like you to meet Michael Brown...") she shook my hand with normal warmth. But when the next words were uttered (..."he's a media trainer.") she snatched her hand away, turned her back and walked off, presumably to talk to people not on the dark side.
In media interviews be especially careful.
Use 'sorry' or 'apology' the wrong way and it could cost you, in public perception or in court, or both.