Odwalla Apple Juice Matthew J. Harrington he handling of a massive and fatal product contamination in the US on the top industry award for the PR firm who managed it. The key tures included: the size and scale of the task immediate establishment of objectives the role of on-going audience rcsearch the importance of understanding the company culture ensuring that 'communication remains true to the company's core values effective use of the Internet the human touch chairman visiting victims third party endorsement praised by the victims' lawyers!