PR top tip: when the world thinks your workers are heroes, go along with it

I thought the nuclear industry had the best PR money could buy. Maybe not in Japan. Here's a spokesman of the Tokyo Electric Power Company, managing to make his employer sound as uncaring as possible. He's talking about the workers inside fukishima, exposing themselves to high radiation levels:

Some people call them heroes. But we don’t think they are heroes. They are doing what they should do as TEPCO employees.

[via the BBC Global News podcast today, though the interview seems a few days older, and is also in the Economist]