When under pressure, a firm/industry will deploy different strategies. They will try to de-dramatise the issue (paint it as ‘normal’ or ‘inevitable’ – see Stone, 1989).
They will try to delegitimise their critics and the problem-brokers (luddites, doom-mongers, ‘watermelons’, hysterical, emotional communists etc etc)
They will burnish their own credentials (CSR, responsible citizens etc)
See also framing, devil shift, angel shift