Drugs are big business. The most recent UN estimates place total retail sales of illegal drugs around $320 billion or roughly 1% of the entire world's GDP. That means there is a lot at stake when drug cartels set up shop. They run themselves like corporations, with hierarchies, distribution models, business strategies, and public relations campaigns.
A Mexican drug cartel employed the PR tactic after the Scorpions, a division of the Gulf Cartel, had a shootout in the town of Matamoros, Mexico. An innocent local woman was killed. Four people were kidnapped in what later turned out to be a case of mistaken identity. The Scorpions mistook four Americans for members of a Hatian drug cartel - so they did what any cartel will do when an enemy is walking through your territory - they kidnapped the four Americans and killed two. Later they discovered the mistake and issued a written apology to all the residents of Matamoros and the families of the kidnapping victims. To make amends, the cartel turned over the members who were responsible. Problem solved.
