Cels argues that an apology requires the the offender to say “I’m sorry,” and it simply cannot count as an official apology without those words (353). She continues to say,

If the apology does meet such requirements, it is usually evaluated positively, but such evaluations do not imply that the apology effectively achieves full reconciliation and generates mere positive reactions. It is widely acknowledged throughout the literature that many reconciliation processes are multifaceted and complex and that reconciliation requires much more than “just” one meaningful political apology. Other measures, such as the offering of compensation and a prolonged conversation about the harm, can be necessary (Cels 354).

The victims need to be acknowledged and treated as equals. Trump fails to admit he has sexually assaulted women, nor does he even recognize his victims in his apology. In order to rehabilitate these victims, Trump would need to confront these women directly where he focuses solely on them rather than his own reputation. He would also need to offer something more to make amendments.

Winter explains that “a good personal apology usually involves affective expression. Non-abusive personal apologies generally convey some combination of regret, remorse, repentance, guilt, grief, shame, or sorrow” (262). If an apology arises from a sense of guilt, then we can assume there is sincerity. If there is no remorse, then we can perceive that an apology is usually being made just to make peace (Salem 81).

Winter explains that no matter what the circumstance is, every apology made embodies an architectonic combination of function and form (263). He says, “The function of an apology is the remedy of wrongdoing and its form is transactional. An apology is conveyed by one agent to another at a particular time and place. That transactional character shapes its composite existence conditions and stipulates its non private character. Because apologies are conveyed, they must conform to publicly recognizable standards” (Winter 263).

Looking at Trump’s apology, we can recognize the structure of his speech as an apology because he says “I said it, it was wrong, and I apologize” (00:00:17-00:00:21). And because he published his statement publicly as well, we gain a sense that there’s some sort of transaction between the offender and victim. However, he did fail to acknowledge any victim and did not portray any sort of remorse. 

Take a look at an apology Obama made when he was president. Note not only the sophistication and sincerity, but how he directly apologizes to the victim, and states how his government would like to make amendments in a co-operative and professional matter.