This is Rupert Murdoch’s apology published in today’s national press:

We are sorry

The News of the World was in the business of holding others to account. It failed when it came to itself.

We are deeply suffered for the hurt suffered to the individuals affected.

We regret not acting faster to sort things out.

I realise that simply apologising is not enough.

Our business was founded on the idea that a free press should be a positive force in society. We need to live up to this.

In the coming days, as we take further concrete steps to resolve these issues and make amends for the damage they have caused, you will hear more from us.

Sincerely,

Rupert Murdoch.

A couple of questions which spring to my mind are:

1. Who exactly is “we”, and why doesn’t he refer to them by name? As it stands, this apology is impersonalised, and yet Murdoch signs off in his name. It reminds me of when Margaret Thatcher famously said, “We are a grandmother.”

2. What about including the innocent World staff who had no involvement with phone hacking, have lost their jobs and feel tainted by their association with the paper. I don’t blame them for suing for damages.

Never has the reputation of the British media been at such an all-time low. I would like to see the Society of Editors hold an emergency meeting with its national media editors to discuss the issues around this crisis which is having repercussions on the newspaper industry and its ethics, as well as the importance of retaining a free press which is vital for our democracy, and how they can win back the trust of the public. I don’t want to see our media restrained, I want it to continue holding high ranking officials and no-gooders to account when justified without fear of super injunctions. We need a debate on this – and soon!

The Society’s executive director Robert Satchwell is a former associate editor at the News of the World and my former Editor at the Cambridge News where he was fondly known as Captain Bob. Let’s hope he can help steer these stormy seas into calmer waters!

Update 17 July: PR Week reports how News of the World staff are seeking PR jobs, but have been warned that the paper’s “toxic” reputation could harm their chances. They might like to read my post about switching from journalism to PR which reflects on my personal experiences.