Most clever PR looks a whole lot like common sense. "If there's a potential problem on the horizon, nip it in the bud," about perfectly sums up crisis comms, a

Most clever PR looks a whole lot like common sense. "If there's a potential problem on the horizon, nip it in the bud," about perfectly sums up crisis comms, a large part of PR. They're absolutely in the PR game. Any high-profile company is. I think they're getting better at it, due in part to those catastrophes. I should note that PR isn't a bad thing, even though it gets a lot of heat in tech circles. When done right, PR acts as the conscience of an organization.