Social media has changed public relations.
Spinning in high-profile disasters is no longer acceptable. As public relations experts note in the situation of illegal lion-killer Walter Palmer, a "human" response is demanded.
His best bet probably is to make what is called a "living amend." That is, act in a way to showcase that he has realized the severity of the wrong and done something concrete to correct it. An example might be to fund a initiative to protect wildlife. The expense of doing that should strain his budget.
Celebrities and corporations must embrace the same ethos of the living amend. The spun mea culpa doesn't cut it. It's mere massaged rhetoric, not a human response.
If Bill Cosby is convicted in a court of law of sexual assault we demand a living amend. Maybe that could be to fund a foundation which helps victims of such misconduct heal.
The same goes for corporations. The routine apology and paying a fine aren't enough. That seems exactly why in the prosecution in the case of Stewart Parnell, former head of the Peanut Corporation of America, is demand a "pound of flesh" - that is a life sentence. It was his deliberate negligence in food safety procedures which resulted in deaths and injuries.