the articles that revealed the e-mails concerning Merck’s conduct towards their patients reduced their credibility. This further led to the questioning of the company ethics affecting their public image. The company resulted to the provision of open letters that were aimed at removing the public’s negativity towards the company. These responses were persuasive in that they were reflective of the Aristotle ethos concerning restoration of credibility. Despite this

release of this statement came at a time when the reputation of the company could not be restored.