Featured in Forbes: Managing a PR crisis

In an age of “cancel culture” and Twitter mobs, a company that is facing a major public relations problem would do well to not only mitigate the potential damage it might cause but also flip the narrative so as to better shape public perception of the issue. As the saying goes, “Never let a crisis go to waste.”

In this feature in Forbes, AZK Media's Founder and Managing Partner, Azadeh Williams, explores the best ways for a company to use a crisis as an opportunity to make positive changes and then communicate them to boost the brand’s image.

She explains: "One example of how to communicate positive change during a PR crisis is owning up and being accountable. When a company behaves badly, the CEO needs to publicly own up, apologize and clearly state the actions the company will take to turn things around, then go ahead and prove it."

Read more here.