Crisis communications is a real field. Most companies aren't prepared for it in advance and do it poorly as a result, but there are specialist consultants who are good at getting it right (source: close friend who did this kind of work for many years - it is not a pretty business, and often involves significant human failings).

I don't mean to belittle the letter, but Jensen's PR firm undoubtedly helped with the letter and undoubtedly had advisors who specialize in this.