This post originally appeared in Susan Kostal's Legal Marketing Bits & Bites Newsletter. Sign up for more content here. When the news cycle isn’t consumed with all things Russian, it dips into pop culture to provide us with some relief. Watching the Oscars and the ensuing coverage of EnvelopeGate got me to thinking once again about crisis PR. Each individual word matters in a company’s first statement following a disaster. PwC’s initial apology missed the mark, both in timeli