What Zidane Should Have Said: A PR Professional's View
"Many have asked, 'What did he say to provoke such a response?' I have thought long about that question. And in my mind, I have replayed my opponent's words many times, so of course, in all honesty, they are etched deep in my consciousness.

"But I will tell you this and this everyone must understand: In the end, the nature of the provocation is immaterial. On the field, representing my families -- yes, families: my family of teammates; the vast family of my countrymen who love France and French football; and my immediate family whose respect is more important to me than anything -- it was my obligation to act as a sportsman, to rise above insult, degradation, provocation. Surely that is no less important than scoring goals and winning matches. There is no excuse for my failure to do so. None. All I can do now is express my regret, and commit myself to living my life in such a way as to re-earn a measure of respect."