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Suppose you are the customer relationship manager of a purified mineral water. Your brand is well reputed and occupies leading position in the Karachi market. Since the last week, you have been consistently informed through your market intelligence that your one of the strong competitors found lobbying against your product. Rumors were spread that your water contains unhealthy minerals. Immediately, this affected on your sales and retailers started to keep stocking your product at the lowest level.
This is the critical time to address the public and make the public relations improved and better.
Suggest only one public relations tool which you feel best for this critical situation. Justify your answer within 150 words at most.

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In public relations, spin is sometimes a pejorative term signifying a heavily biased portrayal in specific favor of an event or situation. While traditional public relations may also rely on creative presentation of the facts, spin often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position.

The techniques of spin include selectively presenting facts and quotes that support ideal positions (cherry picking), the so-called "non-denial denial", phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news

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