BP’s Deepwater Horizon. United 3411. The Boeing 737MAX. All are examples of situations that escalated -not because of the magnitude of the underlying issue- but because of a ham-handed public relations response. In the aviation business, we have a duty to the travelling public to place safety of life above all else. When the unthinkable happens, we have an equal duty to be ready to provide a reassuring and accurate voice to affected families, employees, customers and the public. Yet, has our society become so litigious that we cannot sincerely apologize for a genuine mistake without causing additional liability for our company? (Airport Business Magazine, June-July 2019)