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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 19. Public relations and damage control: The defining moment

The fact is, bad things happen. Quality is left unchecked, and E-coli or lead poisoning occur. All of sudden, a brand’s worst nightmare becomes a significant, real issue. Brands and companies get scared and utter those two horrible words, “no comment.” Now is the time for brands to take the worst possible situation and create the brand’s defining moment out of it.

Yes, there are positive PR stories every day, and the value of that third-party endorsement is immeasurable. The angst for brand managers, however, is the handling of the crisis situations. Often seen as serious threats to the life of the brand, negative situations are met with fear. However, when a crisis is confronted ...

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