The use of counter-attack in apologetic public relations crises: The case of General Motors vs Dateline NBC

As products become more expensive to develop and market, companies are likely to react more aggressively when said products are exposed to criticism. In some instances, companies directly challenge the right of their accusers to pass judgment; that is, they offer ''kategoria-based apologiae.'' This analysis seeks to explicate one such apologetic exchange that took place between General Motors and NBC in 1992-93 over the safety of GM's C/K trucks.