PREP 5

 I believe that what was offensive about Backcheck's new release was that Backcheck didn't feel sympathetic towards the person that was killed, but more appalled that they were not used to get a background check on the alleged killer. Just because the company didn't use Backcheck, Backcheck assumes they could've prevented this tragic event. The one thing that Backcheck didn't considered is the many possible outcomes that happens in the real world. Just because someone uses Backcheck's product, doesn't mean it will prevent all murders. 

Fleishman's handle the crisis pretty good. They took credit for the partnership with Backcheck, even though, Fleishman wasn't the one to release the inappropriate statement. Fleishman knew they still had a role in the incident and acknowledge their role. Even stating that their corporation reputation is better than this.