How to salvage your brand after a PR crisis

There’s no doubt we live in a culture of outrage, a highly charged atmosphere when companies’ small missteps can, thanks to the amplification of social media’s echo chamber, be portrayed as horrendous assaults on the public good.

But sometimes a problem truly is a crisis — a problem that can’t be ignored or waited out. Think the Deepwater Horizon oil spill of 2010, an environmental catastrophe that inflicted great damage on BP’s brand — damage that lingers on a decade later.