I find it fascinating to observe PR consultants spin poorly managed public relations fiascos for their clients. Craig Benedetto, who spun Bajagua on to the front-page of The Wall Street Journal is suddenly backtracking on how he helped frame Bajagua as a “comprehensive” solution to the border pollution crisis:

As a member of the communication’s team for Bajagua, I have a personal interest and connection to the term “comprehensive” that Lewis and others have criticized. To be clear, Bajagua never said we were going to solve all of Tijuana’s sewage treatment and collection problems. … Bajagua was and is considered to be that broader, inclusive (maybe not the end all, but dare I say, comprehensive) solution.

So after claiming that Bajagua was never intended to be a “comprehensive” or “complete” solution, Benedetto, then says that Bajagua is a “comprehensive” solution. No wonder Craig does not list Bajagua as one his successful case studies on the Benedetto Communications website.


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