“My choice of words was not the best, and in the attempt to be humorous, I created a national stir. [This sounds as if you wish you had searched for a better way to call someone a slut. Also, don’t refer to the fact that you’re now motivated by worry about your career.] I sincerely apologize to Ms. Fluke for the insulting word choices. [This is where you should have begun!]”

Actually, to begin, Limbaugh needed to first call Sandra Fluke, and if she wouldn’t take his call, he should have had a letter of apology delivered to her. Then when he issued his public statement it should have been something like: “I sincerely apologize to Ms. Fluke. My remarks about her were false, cruel, and repulsive. There’s no excuse and I offer none. I seriously crossed the line and I am sorry.”

Full, excellent column here.