What does a PR response to something to this look like? This happened late in the work day, does that mean that people stay longer, or is it handed off to a PR

What does a PR response to something to this look like? This happened late in the work day, does that mean that people stay longer, or is it handed off to a PR team in another timezone? Do executives like Tim Cook play a role in the response? I've never really thought about the PR response and would love to know more about what goes into it.