Denial of Principal Intent
The previous chapter showed that smart leaders take public relations seriously by denying organizational involvement in civilian attacks. What should leaders do when the culpability of the organization is undeniable? The key, then, isn’t denying organizational involvement but DPI or Denial of Principal Intent. With DPI, the leader acknowledges his organization committed the terrorist attack, but denies that it reflects his intentions or the mission of the group more generally. The field of communication identifies several ways for people to restore their image after an offense has been committed either by them or in their name. This chapter describes the most relevant accounts and how militant leaders can apply them to distance their organization from the reputational fallout of terrorism.