A personal branding no-no: How one exec’s ‘PR skills’ landed him in jail

In the wake of the Brussels attacks, one communicator exemplified what not to do in a crisis. Here’s how his ‘PR skills’ turned into what the Internet called ‘nonsense’ in a matter of hours

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When handling a crisis, the line between what’s right and wrong isn’t often blurred.

In the days that followed the deadly attacks in Belgium’s capital on Tuesday, much of the world was in shock.

London-based PR executive Matthew Doyle decided to channel his confusion into a confrontation:

Doyle’s action—and his shameless self-promotion of it online—infuriated Twitter users.

Here’s a small sampling of the response it received:

@MatthewDoyle31 @Gweskoyen Good thing you’re not claiming to be good at your job . Oh dear 🙁

— Steve Gill (@GreenOakSteve) March 23, 2016

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