When companies, execs, and celebrities face crises, they call on PR experts to control the damage.
Insider identified 18 PR execs who've handled some of the biggest controversies in recent years.
Brands once sought crisis PR for one-off incidents like an airplane crash, a product recall, or a scandal.
Now, in a deeply polarized world grappling with labor unrest, online misinformation, and cultural conflicts, crisis communications have become an everyday need.
Crisis PR has also grown to encompass risk assessment and mitigation, and clients are relying more on PR pros to advise on potential outcomes of regular events like product launches, marketing campaigns, and even executive hires.
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