An organization may be linked to a CEO, public figure, or celebrity brand endorser. When consumers hear about the individual, they automatically make a connection with the brand or organization and vice versa. This is advantageous when the ‘face of the company” is viewed positively. But when controversy strikes, that association can have a detrimental effect on the company and send it into crisis management. Select a spokesperson or leader of an organization that did or said something which reflected poorly on the entity. It may be a news story that you recall, or you may conduct internet searches for an incident.
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