Judging from all the embarrassing incidents in recent memory, the optimal strategy is to never apologize, never comment unless absolutely necessary (and then make it non-apologetic) and just carry on until it next week's scandal blows it over. As soon as the online crowd smells weakness, their sympathy will decrease. Apologies are paradoxically likely to lead to worse treatment.
The reaction of magnifying and commenting on the issue themselves before any public input was the absolute worst strategy they could have picked.
To be clear, I am not defending the guy's actions. It is a fire-able offense.