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Marketing and public relations experts say what the company does in coming days will be key to preserving its image. Glenn Bunting, managing director for the Los Angeles-based crisis management firm Sitrick and Co. said SeaWorld needs to respond promptly and proactively. “They need to review every safety precaution,” he said. “They need to explain how it happened, why it happened and make sure it doesn’t happen again to reassure the public.” The company stumbled during its first post-attack press conference.