If it were just “fixing bad PR” they would have gone with the usual professionally crafted nonpology, had a few events by the usual PR-based training companies without disrupting business, announced their commitment to loving and accepting everyone and left it at that.
They’ve done something much different. They said it was wrong. They are making sure all employees participate. They are upsetting their conservative customers. They are involving the heavy hitters from several anti-bigotry groups. And they are tackling a real core problem which nobody likes to talk about, implicit racism.
