Online Public Relations Thoughts

The California power company, Pacific Gas and Electric, has escaped criminal charges for the role of its equipment in a major forest fire.  Apparently a pine tree marked for removal but not cut down had fallen across its lines and sparked the blaze.  The utility has already paid a $50 million fine related to the fire but the district attorney's of the counties affected wanted more -- criminal negligence.  They didn't get it.  The message that PG&E sent after the decision was focused on supporting the good faith judgements of its workers.  That might seem hollow for those who lost everything in the fire, but there is little more the company can say.  There are times when no messages suffice for events that have occurred.  This is one.