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Hello, communicators:

Purdue Pharma, manufacturers of the drug OxyContin, filed a bankpruptcy plan late last night in hopes to settle hundreds of thousands of industry claims linked to the company’s well-documented role in exacerbating the opioid epidemic.

The company agreed to pay $500 million cash in settlement money upfront, with additional payments spread over the next decade and future proceeds dedicated to fighting the opioid crisis. The proposal didn’t sit convince legislators, who lambasted the plan as more convenient for the Sackler family, who own Purdue, than the victims.

“Speaking during a congressional hearing in December, former board member Dr. Kathe Sackler expressed regret over Purdue’s involvement in the opioid crisis, but she said she personally did nothing wrong,” reports NPR. ‘There is nothing that I can find that I would have done differently based on what I believed and understood then,” she said.”

The case is a reminder that, when your brand or organization caught in a crisis, an admission of wrongdoing needs to be actionable and specific in order to resonate with audiences.