Apologies can be an important part of conflict resolution.

But to be effective, an apology has to do several things:

Identify the parties involved

Acknowledge the behaviors involved

Recognize the impact those behaviors had on the victim

Confirm the behaviors were a violation of some social or moral contract

Communicate true remorse with sincerity and honesty

Offer explanations

Make reparations

In his first public statement, United Airlines CEO Munoz blamed the incident the passenger who had "defied" security officers and that there were lessons the company could learn.

He stressed that he "emphatically" stood behind his employees.

Any surprise there has been such a negative response to his first "apology"?