Thanks to a new report by a federal investigative agency, more facts have come out about the incident in which a pedestrian was killed by a “self-driving” Uber car this past March. The report, by the National Transportation Safety Board (NTSB), said the Uber vehicle’s self-driving mode did in fact “see” the pedestrian, but Uber had disabled the car’s automatic emergency brake, so the vehicle did not try to stop before striking Elaine Herzberg.

The report says the computer labeled the woman as an “unknown object” before pegging her as a “vehicle” then a “bicycle.” Herzberg had been pushing her bike across the road at the time. About a second before the impact, the computer noted the emergency brake needed to be applied, but was unable to do so, because that aspect of the system had been disabled.

According to the report, the vehicle “recognized” the woman about six seconds before the impact, but had no way to alert the “driver” of the car to apply the manual brake. These findings seem to point the finger of blame directly at Uber for the fatal crash. Now, many industry experts are weighing in, and what they have to say is making it look worse and worse for Uber, a company still struggling to move past last year’s PR issues.

Speaking to CNN, Bryan Reimer, research scientist at MIT and associate director of the New England University Transportation Center, said the point of the “self-driving” option was to keep the driver from having to do the driving. In this, it appears, Uber missed the mark: “The most shocking portion of the report is emergency braking maneuvers were not enabled… Is the driver expected to look at the outside world continually? It’s impossible when you’re providing tasks that interfere with that.”

That statement may appear nonsensical at first. Of course, drivers are supposed to keep an eye on the road… even when testing this tech. At least, that’s what people might assume.

As it turns out, Uber requires human “operators” in “self-driving” cars to pay attention to diagnostic messages on the vehicle dashboard, so they’re not always paying attention to the road. That’s supposed to be the car’s job… And, in this case, the vehicle did see the “object” that turned out to be a human being. It just couldn’t stop, because that function had been turned off. So far, Uber has yet to respond to this latest report.

Ronn Torossian is the CEO and Founder of 5W Public Relations.

If you’re one who likes to browse the cover of Cosmopolitan magazine while waiting in line at the supermarket, you’ll need to look somewhere other than Walmart. America’s largest retailer recently announced it will be pulling Cosmo off the shelves of its checkout lines as a show of support for the #MeToo movement.

According to multiple media reports, the move came as a result of the company working with the National Center on Sexual Exploitation, which is working to remove Cosmo from thousands of store checkout lines due to the “sexually explicit nature of the magazine.”

Walmart senior director of corporate affairs, Meggan Kring, was quick to add that the magazine will be available in the store, just not at the checkout lane. Meanwhile, Dawn Hawkins, executive director at the National Center on Sexual Exploitation, likened Cosmo to Playboy, saying the change was a big step in the right direction, both for Walmart and for the country:

“This is what real change looks like in our #MeToo culture, and NCOSE is proud to work with a major corporation like Walmart to combat sexually exploitative influences in our society… Walmart’s removal of Cosmo from checkout lines is an incremental but significant step toward creating a culture where women and girls are valued as whole persons, rather than as sexual objects”

Cosmo responded through a brief media statement, saying the brand is “proud of all (Cosmopolitan) has achieved for women around the world…”

Women’s magazines like Cosmo, with their “sex and dating tips” articles and airbrushed cover models have long been a primary target for groups like NCOSE. However, those criticisms have largely been relegated to the sidelines in the cultural battles being fought in consumer America. Not anymore. The #MeToo movement began by calling out some of the most powerful men in Hollywood, then spread to other industries. Now, many groups are trying to get some light shed on the work they’ve been doing for decades.

Hawkins and the NCOSE is only one such group hoping to bring about cultural change by leveraging the attention being give the #MeToo in the media. That’s not to say these groups are jumping on any bandwagons. Instead, they are making the smart PR decision to be seen and heard while people are paying attention to an issue they’ve been speaking out about for decades.

The nonprofit PR lesson here is to be prepared to escalate your message and your activity when the opportunity arises. There are many groups who have missed out on their chance to make a difference because they weren’t ready when the time came.

 Ronn Torossian is the CEO  and Founder of 5W Public Relations.