Responding to crisis representations on film: W.R. Grace goes beyond A Civil Action

Films represent modern day muckraking, telling stories of true corporate misdeeds. This study compares the reactive image reparation efforts of W.R. Grace in addressing alleged well water contamination at the time of the allegations and the proactive efforts after the release of A Civil Action detailing the civil case. The public relations efforts of W.R. Grace as the movie premiered are analyzed and the lessons organizations can learn from their efforts are presented.

► Case study of W.R. Grace public relations blitz.
► Image restoration efforts of W.R. Grace after A Civil Action analyzed.
► Organizational responses to film depictions of crises provided.
► Effective use of websites and social media cites suggested.