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28 June 2021    4 min read Brands can spend years carefully crafting a reputation, only to have one poorly managed crisis see them enter the cancel culture discourse. Clarissa Harris outlines eight ways brands can avoid a trial by social media. Take the 4 billion global social media users, coupled with endless opportunities for viral content creation and a changing political landscape, and it’s no surprise why more brands are finding themselves on trial by social media when faced with a crisis.  What constitutes a crisis?   Simply put, a crisis represents any activity that potentially hurts your brand’s reputation or ability to do business. Besides events beyond our control such as natural disasters, economic collapses  and pandemics, other issues being raised online include serious product or service criticism,  negative staff behaviour, insensitive comments and severe public backlash. 

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