If ever there was an example of human and PR Disaster it has to be the Costa Concordia story. Media reports shown around the world have very quickly pointed the finger of blame at the captain and, it's fair to say, even we would struggle with this one from a reputation saving point of view. The company were very quick to distance themselves from the action of the captain who really hasn't done his long term career prospects any good at all. Families and friends affected by this tragedy will take little comfort from the company response and the question of compensation payouts is high on the media agenda.