Paula Deen released a new video Friday afternoon in which she said the media have misrepresented her over her admitted use of the N-word and other racially charged language.
Contrite in a coral tunic top and white pants, sitting in an office chair in what appears to be a nondescript workplace, Deen fidgeted with her fingernails as she looked into the camera's lens. She never directly addresses the comments at the center of the controversy.
She does, however, take aim at media coverage.
"I want people to understand that my family and I are not the kind of people that the press is wanting to say we are," Deen says, later adding: "Your color of your skin, your religion, your sexual preference does not matter, to me."
Deen goes on to say "what's in the heart" is what matters. "And my family and I try to live by that. And I am here to say I am so sorry. I was wrong."
The video was the latest development in a day that started with Deen's scheduled appearance on the "Today" show to address the controversy. That appearance was canceled, with Deen's exhaustion given as the reason.
Deen then released a video statement in which she sought to apologize. That statement was pulled from YouTube -- reasons unknown -- minutes after it was posted. Shortly after that, the Food Network issuing a statement that it would not renew Deen's contract when it expired at the end of the month. Finally, there was the release of the latest video taped apology.
Deen's critics -- those who say she did not take into consideration how her words may have hurt others -- will no doubt notice the subtle ways in which her statement talks about how much she has been hurt by the controversy.
That might not seem like best way to win over your critics.
New York City-based crisis management expert Mike Paul said Deen needed to offer a straight-up apology -- a "no ifs, ands or buts" statement of remorse that blames no one but herself for her actions. As a result, Paul said, "Look for more sponsors to drop next week ... not a true apology."
Paul noted that Deen's actions are also likely to drag her sons into the controversy, as they will no doubt be asked to comment about it.
Both Bobby and Jamie Deen have Food Network shows that leverage their relationship with their famous mother. Bobby has "Not My Mama's Meals" in which he puts a slim spin on fatty Southern favorites. Meanwhile, "Home for Dinner With Jamie Deen" plays up his culinary pedigree as he makes some of Grandma Ginny's (that would be Paula Deen) recipes for his young son, Jack.
"Sadly, she will be hurt much more before she learns she must be fully repentant to heal the hurt to others and begin to repair her and her family's reputation," Paul said.
The controversy unfolded this week with the revelation of court documents that included a transcript of a videotaped deposition in which Deen was asked about her use of racially charged language and comments.
Deen is being sued by a former employee at a restaurant Deen co-owns with her brother. The employee, who is white, says Deen often used racially charged language and created a hostile working environment.
During the course of the deposition, Deen, 66, said that "of course" she had used the N-word to describe black people -- but stressed that it had been long ago. She also conceded that she'd once considered planning a wedding party in which black waiters would be dressed in attire reminiscent of slave days. The theme was later dismissed. Deen had also allowed pornographic pictures to be passed around the workplace as a joke, according to the documentation.
All that said, a cursory look at the public's reaction on social media suggests that Deen still has many people in her camp.
On Food Network's Facebook page, for example, many were expressing outrage over the network's decision to part ways with Deen. One sample post: "SHAME on you food network for canceling Paula dean!!!!! Are you perfect??? You've never said anything you regret? I hope Everybody stops watching food network"