"They have to use it as teachable moment for their customers," says Glenn Bunting, managing director of public relations firm Sitrick and Co. "What we would recommend is:
Thoroughly investigate how this tragedy occurred, and from it, not only do you learn, but use it for an opportunity to enhance safety measures."
Spillane and Flinn write that the death marks a low point for the Segway, which was initially greeted with a lot of hype and media attention. But initial demand was weak and subsequent recalls further diminished its appeal.
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