Every year, headlines are made featuring the good, the bad and the ugly when it comes to public image. From the White House to the coffee shop to the friendly skies, 2018 provided daily lessons of what to do—and not to do—when responding to crises. They all ended differently, but there is something from each that we can learn from and incorporate into our every day legal practices.

Lead by example. When a company’s leader is the face of the brand, their actions have a direct impact on how the company is perceived by the public and stakeholders. Take a lesson from Tesla founder Elon Musk when he discussed his company’s possible valuation. He was publicly reprimanded by authorities. Papa John’s founder John Schnatter’s choice of language on a conference call led to his resignation as chairman. President Donald Trump and his press team hopped daily from crisis to crisis. From breaking news to a controversial tweet or alleged lie, there was no shortage of news from the Oval Office.

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