On Thursday night last week Bell Pottinger, the public relations firm, put out a statement apologising for some of the actions done by its employees in South Africa. It is well-known by now that it was the British firm, acting in a colonial fashion, that had come up with the narrative about "white monopoly capital". So angry were South Africans over this that they embarked on a social media campaign against the company, which led to the appointment of a law firm to conduct an "independent" investigation.
The interim data "shocked" the UK's premium spin doctors enough to respond by sacking one partner and suspending two other employees. However unexpected, or welcome, it is obvious that this will be not enough for Bell Pottinger to atone for its sins. There is still a myriad ways for the company to make good the damage it has done to all of us. Being essentially a group of cold-blooded spin-mercenaries for hire, the odds are they will not go far enough. By STEPHEN GROOTES.
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