TORONTO - Although blackberries are working again, analysts say Research in Motion has a big job ahead in public relations damage control.
Four days of outages across the world ended yesterday.
RIM co-CEO's Mike Lazaridis and Jim Balsillie emerged from more than three days of silence to apologize for the problems.
But a professor who teaches public relations at Toronto's Humber College says going silent doesn't help companies in difficult times.
Kalene Morgan says it appears RIM was so focused on engineering it forgot about communications.
Technology analyst Alkesh Shah of New York-based Evercore Partners says RIM doesn't seem to understand consumer marketing.
Shah says as soon as a company knows there's a problem it should acknowledge it and promise it will be fixed soon.
As the troubles wore on this week, RIM offered few updates and many users turned to social media to vent their frustrations.
