Except then you're talking about the damage your product does. Suppose you're selling guns (kills a comparable number of people to cars), and you have a PR pro

Except then you're talking about the damage your product does. Suppose you're selling guns (kills a comparable number of people to cars), and you have a PR problem because kids are shooting their toes off. Your gun has a lock, and you suspect that your customers aren't locking it properly, but the customers are claiming that the lock is magically becoming unlocked. ABC shows a video with a child shooting their whole leg off. Maybe it's not even a real child but a reenactment with a mannequin, because TV people are funny like that when it comes to shooting children. You could talk about how that's not fair, because we're only supposed to be talking about kids shooting their toes off and the video didn't even use real toes, but then you're just drawing attention to the fact that kids are eliminating their extremities with your product. Or you use your time in the spotlight to talk about how it's a bad idea to keep a loaded gun around where children can find it easily, whatever the make, and that simple steps like keeping the gun unloaded or putting it on a high shelf will eliminate the whole problem.