Questionable ethics, accounting manipulations, environmental abuse, sexual harassment allegations, tax evasion, human rights violations, etc. These are just a few of the issues that have created public relations nightmares for companies around the world in recent years. When news of the scandal first breaks, the public expresses outrage, and the media dissect every detail of the story. As more and more information comes to light, the company will see their reputation take a hit, sales drop and they become persona non grata with even their previously most trusted allies. Usually, in response the company first goes on the defense (denial, lashing out, etc.) then offers an apology with promises to make amends and do better.