Sometimes, the press serves up a nice, slow ball right across the plate. It just begs to be hit over the fence. Then, sometimes, a P.R. person screws it so epically bad that I just can't imagine what possessed them to force an error. While batting. Can you even make an error on offense in baseball?
Here's a quick, easy guide to public relations. When someone asks you, essentially: "Do you condemn violence to silence someone's political opponents?" You say no. You do not waffle.
You do not say: “I haven’t see those comments, and I’m not sure they mean what someone interprets them to mean." You say: "No. There will not be blood. We should not encourage the being there of blood. In fact, I would suggest everyone stop mentioning the being or not being of blood."
This is a really simple, basic P.R. tip. I'm not even going to charge for sharing it. When given the chance to condemn political violence, condemn it.
Violence is rarely the best way to persuade people. Your right to swing your fist ends at another person's nose. Or the back of their skull. Or their personal property. Beating people and drawing knives on them to slash their property are not protected by the First Amendment.