-problem 1
Notice that Ice treats the accident/incident as a rhetorical situation (341). A take from Bitzer’s perspective, not Vatz’s
“the organization is called to justify  itself  . . . to repair it’s damaged reputation.”
[a lot of assumptions there. and does a situation really “call”?]
uncertainty, fear . . . calls for explanations and reassurances.
-problem 2
Ice treats audience needs in India as though they are audience needs in USA. Really?
[he admits “multiple publics” but the overlays a US public relations perspective for his analysis]
-four types of publics: enabling, functional, normative, diffused. Analyzes approaches to all four, while recognizing their are multiple players in each. 
-decides to use apologia theory for rhetorical strategies: denial, bolstering, differentiation, transcendence.
-settles on relative public responsibility as the standard for judgment.
-Enabling publics: 
for indian gov.: differentiation and denial [it wasn’t US, it was YOUR division of us.
for US gov:  differentiation and denial (we aren’t unsafe, though THEY might be)
stockholders: minimization of harm; maximization of benefits
-Functional publics:
employees: reassurance, yet differentiation (not all accidents are related) and denial too
consumers: pretty much ignored them although addressed some of their distribution partners.
-Normative publics (the chemical industry)
close association and identification with the industry
-Diffused publics
American public opinion matters here. Again differentiation and denial along with a measure of disinformation
No report of how they dealt with general public opinion in India.

strategies and consequences:
focus on financial and scientific aspects
relationships.
Ice claims effectiveness via UC’s demonstration of public responsibility. 
I find that claim very difficult to agree with. 
he does note trouble with enabling and diffused audience related to “human concerns and safety issues.”

implications: Ice focuses on the job of PR as managing corporate relationships. UC is credited for (essentially) managing their business to business publics. 
??