[fatbird]

Everyone who has read this and then reads the NYT story will do the latter with the former in mind. As much as possible, they're anticipating what the story will reveal and getting their objections on the record so that a reader can't help but view the story's assertions in light of the responses they've already read.

Moreover, getting in front of this means adopting a stance of openness and transparency that, in itself, seems quite laudible. As a PR strategy, this is good work, especially for a company that's already raised its profile on these topics earlier in the year.

Whether it's cynical PR strategy or sincere crisis management is left for the reader to decide.