Reputation is hard won and easily lost. Public perception impacts sales and customer retention in both the short and long term, with 46 percent of consumers saying they would pay more to purchase from brands they can trust. Plus, uncertain economic times can accelerate humanitarian, social and political issues, and with social media ready to ignite the flame, businesses and brands need to be prepared to act. In this session, join the world's leading crisis comms journalist, TikTok's celebrity PR whisperer and Citi's communications banking lead on the biggest crisis fails.