PR Firm strategy needed to regain the public trust?

[Rated De]

What the corperate (sic) communications people will try to do for Boeing is a slow and subtle improvement of their public image, this has to be based in truth otherwise it will backfire very badly and further damage the brand image.

That it has taken so long to even begin a discussion on what is the 'right' thing to do, tells the observer just how twisted, perverse and misaligned the modern corporate actually is.
It ought not need an outsider to re-direct a company. An outsider is needed because the moral compass of society is broken, and the corporation is merely a reflection.