With brands vying for popularity in a brutal news market, how can entrepreneurs and reputation professionals charm the public in an unforgiving click-per-controversy environment? Hear stories and pro tips from some of the PR industry’s top “reputation commandos” – two former U.S. Marine officers - who have stood on the front lines of the most difficult issues in the PR landscape: police violence, plane crashes, racism, gays in the military, terrorism and tough corporate reputations.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]