Separating Whitening From Whitewash?

Last May, officials of Clorox Co., the maker of bleach, blanched when a PR firm’s plan for dealing with a hypothetical environmental crisis got leaked to reporters.

Among the suggestions that Ketchum Public Relations planned to advance to client Clorox was: If a scientific report links chlorine to cancer in humans (which hasn’t happened), try to “cast doubts on the methodology and findings.” The Oakland company quickly distanced itself.

Clorox is now seeking a manager of environmental communications. A spokesman said the earlier flap did not prompt creation of the new post.