For a guy with enough money to hire the best PR firm on the planet, you’d think Bob Kraft’s apology might have come within hours rather than weeks of news that he’s facing criminal charges in Florida for solicitation of prostitution.

You’d also think his apology would be short and sweet, unmitigated by excuses. But it was watered down by an awkward attempt to describe himself as a man with “extraordinary respect” for women. Kraft’s alleged crimes are deeply disrespectful to women.

Someone should have told Kraft that unmitigated apologies work best. When Louis CK was accused of sexual misconduct, he simply apologized. The fact that he didn’t make excuses made it more forgivable, which is why he’ll eventually have a full career recovery. Not so sure about Kraft.

Give Kraft credit for not coupling his apology with an announcement that he’s seeking treatment for some sex-related ailment. And it’s helpful that he didn’t include a promise to donate half a million dollars to an anti-sex trafficking organization. The only thing worse than a half-assed apology is a half-assed apology alongside a payoff to an organization that would otherwise be speaking out against him.

On the other hand, Kraft invoked his deceased wife’s name in his defense. Myra had a stellar reputation for being intolerant of abuse of women. Kraft’s claim that his values and morals were “shaped” by Myra feels a little smarmy given what he’s charged with. I suspect Myra would say that what happened in Florida does not reflect her values. Kraft nonetheless referenced his wife as the reason he has such “extraordinary” respect for women. Really?

Kraft’s apology followed his attorney’s ludicrous statement Friday, in which he said law enforcement “knows” there was “no human trafficking,” and that the video of Kraft engaged in sex acts was taken illegally. It’s hard to accept Kraft’s apology as sincere, when his lawyer is basically saying there’s nothing to apologize about.

What Bob Kraft did is hardly a major crime, but it’s not about sex or morality. People can have sex with whomever they want. It’s nobody’s business. But sex for money is different, especially when it involves young women being taken from their homes, forced to live in slave-like conditions and made to submit to intimate acts they wouldn’t otherwise agree to if given the freedom to choose.

I believe Bob Kraft when he says he would never want to disrespect another human being. But he did. Now he needs to acknowledge it, and say something about how the women at the spa were vulnerable and exploited. It would also be nice if he could clarify in his next public statement that Myra would not approve.