What we can learn from 2017’s biggest PR crises (so far)

These major organizations suffered self-inflicted crises. Here’s how you can avoid sharing their fate.

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Some of these missteps caused organizations to reevaluate their business practices and fire workers. Others were minor snafus that have already faded from memory.

Most organizations recovered through quick-acting crisis communications. Those still in recovery mode most likely faltered in their initial response, which often exacerbates and prolongs crisis situations.

Let’s revisit seven of the year’s biggest public relations fiascos (so far):

7. Shea Moisture

Shea Moisture’s sentiment score consistently skewed positive this year, until a series of questionable commercials ran in late April. After an apology, its score began climbing.

Shea Moisture thought it was expanding its reach by including different hair types in a series of television commercials. Unfortunately, the organization neglected to include many women of color in the ads.

In a candid Instagram mea culpa Shea Moisture copped to its error, explained how it made the mistake and vowed to do better in the future.

6. Adidas

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