One of the most important elements to managing a brand’s reputation is building and maintaining a healthy and trustworthy relationship with its audiences. In today’s current media relations landscape, it has become more crucial than ever to effectively, and authentically, communicate with the people that matter most to you and your organization. In an era of cancel culture, it can be challenging to preserve the trust of the public when a brand’s reputation encounters a negative occurrence. In these moments, a brand uses crisis communications to address the situation and retain the goodwill it has with its stakeholders. By Bianca Butler