regrettable incident - scandals or serious mistakes, operational efficiency improvements - budget cuts or job losses, stakeholder engagement - keeping investors, customers, and employees satisfied, synergy - cooperation between teams or businesses to achieve better results, transparency initiative - a company’s attempt to appear open and honest, brand repositioning  - changing how a brand is perceived in the market, media outreach - contacting journalists to promote a story, embargoed release - a press release that cannot be published until a specific date., earned media - free publicity gained through news coverage., spin doctor - a PR expert skilled at shaping narratives,

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