Getting back on thread, it strikes me that Branson's core message was EXACTLY the same as what a military response to a serious accident would have been - that it was tragic and regrettable, that they would be doing everything in their power, and that it would be wrong to pre-empt the findings of any official enquiry.
What was different was the way in which he came forward and delivered the message pro-actively, and delivered a series of messages that promoted the idea that his organisation was committed to safety, and took all possible measures to enhance it.
Stepping up willingly and quickly to deliver difficult, bad news with apparent regret and apparent honesty immediately results in a bit of sympathy from the viewing public. He didn't look as though he was doing it under duress, as though he really didn't want to be there, and was giving as little information as he could get away withm and doing so grudgingly.