No brand wants to get bad press, but sooner or later, some negative feedback is bound to pop up. It might be a disgruntled customer complaining on social media or a review website, or a litigious employee suing the company for a perceived injustice. Either way, it's easy for an isolated incident like this to gather steam and explode into a full-blown public relations crisis.
While you can't prevent or predict unfavorable media attention, you can mitigate the damage and stop it from ruining your reputation by having the right preparation and response strategies in place. Follow this advice from 12 Forbes Agency Council members if you want to stop a massive PR crisis before it happens.