In the era of cancel culture, a negative incident for a brand doesn’t just end with an apology, it can leave long-term detrimental impacts to a brand. In today’s world, bad PR can lead to financial losses for an organisation. As such, PR professionals today have to be proactive in how they help maintain a company’s image, and navigate through information coming from an array of platforms – from traditional print to the impacts of social media. With consumers today caring more around the betterment of the world, future-ready brands are also fast aligning their values to the consumers. Nonetheless,...