The Nature Conservancy, the Press, Accountability and Benoit

Reading over Stephenson and Chaves article “The Nature Conservancy, the Press and Accountability,” all I can think about is Benoit’s research in image repair and restoration.
Stephen and Chaves’ paper points out the change in TNC’s communications reaction to the Post’s series. Not only did real changes occur in the internal governance, but “the organization also underwent something of an attitude adjustment, moving from a publicly defensive stance to a considered posture of conciliation and cooperation,” (p. 361).

Benoit’s (1995) image repair strategies:
Denial (deny the act occurred or that the accused organization was involved)
Evasion of Responsibility (make excuses)
Minimization (justification for actions/wrong-doings)
Corrective Action (offer to repair damage and make changes to prevent reoccurance)
Mortification (apologize)

It seems to me that The Nature Conservancy began their reactive strategy with Evasion, Denial Minimization, during which Conservancy president McCormick provided a Post retort and website response; “although both the Web site critique and column acknowledged mistakes, neither offered and apology,” (p. 358). Later, real changes were made that were more in line with the Corrective Action response. Yet, I don’t believe that TNC ever crossed into the Mortification response, which would have included a public apology to all of the organization’s stakeholders.

I like Benoit’s ideas on image repair, but do you think it neatly applies to The Nature Conservancy’s issues? Would Mortification have been the next appropriate step?