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Closing criteria for each stage of the AeCX platform
| Stage | BIRS | PBCCS |
|---|---|---|
| Recognise | Mortification | Full apology |
| Recalibrate | Corrective Action | Ingratiation |
| Restore | Corrective Action | Justification |
| Redirect | Corrective Action | Corrective action |
| Reinvigorate | Corrective Action | Ingratiation |
BIRS symbolises brand image restoration strategy, and PBCCS symbolizes post brand crisis communication strategy.
