We’ve all dealt with it: The rogue tweet, the customer service meltdown, the accidental reply all, the billboard with the double entendre, the day your one defective product gets sent to the loudest guy on the internet.

We usually call it “a crisis”.  I can think of nothing that puts the reputation of a brand and the team behind it to the test more than a crisis.  Folks get emotional, people demand answers, customers cancel orders, and everyone starts pointing fingers.  It’s your very own big lead brick: heavy and poisonous.