Read other letters about this article
Click on the link Glenn provided and you'll get Schneider's bio at ABC. He is their VP for public relations. And he should be fired for doing a piss-poor job. Talk to any competent PR person, and they'll tell you that the first thing you have to do to move beyond the problem is to acknowledge it! You have to take ownership of the problem first and foremost, or nothing you say will be credible.