SUNBEAM/AMA DEBACLE POINTS TO THE NEED FOR CONSENSUS

Last year gave way to its fair share of analyses of PR blunders. These include the Eddie Bauer lawsuit over the arrest of an African-American customer; Isuzu's fight with Consumer Reports over tests that revealed its sports utility vehicles roll over; and the stance used by Intel to wiggle its way out of the critical spotlight and fix its flawed Pentium II chip.