Generate a full, in-depth guide on how a business should write a public apology. The guide must be a crisis communications manual. It should include detailed sections on: 1. The critical components of a real apology (taking responsibility, showing empathy, no excuses). 2. A template for structuring the apology statement. 3. A 'What Not to Do' section with examples of bad apologies. 4. A guide on the best channels to deliver the apology. 5. The importance of following up the apology with concrete actions. Please include a disclaimer to consult with legal and PR professionals during a crisis.