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“It’s essential not to say something that’s wrong, or communicate really badly,” added Hemus, in reference to the gaffes by BP CEO Tony Hayward that hindered that company’s recovery from the Gulf of Mexico oil spill. “But they need to communicate to ensure that they’re leading the debate … rather than letting somebody else do that.”

Analysts said it could be argued that Rolls-Royce doesn’t sell directly to customers, unlike the airlines that use its engines, giving it some extra breathing room.

But Charles Lewington, managing director at Hanover corporate communications and public affairs consultancy, said that like many other companies early in a crisis, Rolls-Royce was in a “no-win situation.”

“There’s fantastical pressure for information and you don’t have all the information,” he said, noting that Rolls-Royce was dealing with an incident that needed input from engineers and other experts spread around the world.

“I think when you do make statements around business critical issues, you have got to be sure that they are 100 percent accurate and you don’t have to correct them later,” he added.

Rolls-Royce _ an aerospace, power systems and defense company that was split off from the famous car manufacturer in the 1970s _ still has more in its favour than BP.

Unlike BP, which recorded a fatal explosion at its Texas City refinery and a pipeline spill in pristine Alaska before the Gulf disaster, Rolls-Royce has a strong safety track record. The Nov. 4 incident was its first uncontained engine blowout on a commercial flight in 16 years.

The company’s reputation for technical excellence allowed it to succeed while other major British industrial companies were crowded out by tough international competition. The engines in question, the Trent 900 series, are an industry bestseller.

The question about how much damage has been done to that reputation is being determined day-by day. The share price was down 1.2 percent at 590 pence ($9.37) on Tuesday.

“They need to demonstrate that they are actually resolving the problems,” said Hemus, who has provided advice for brands including Disney, Gillette and Procter & Gamble. “I do believe they would benefit from feeding the vacuum to restore people’s faith in Rolls Royce to show they are on top of the situation.”