CANCEL CULTURE: A thorn in the back of a Public Relations Professional.

 Cancel culture is an act in society where they boycott a brand or people due to their distasteful behavior. And while it might seem to be a bunch of hashtags to others, it's a lot more than that to the Public Relations profession.

Although social media has provided PR professionals with more tools to manage and enlarge their message, it has also made their job more difficult with the impending threat of cancel culture. PR professionals are at the frontline of cancel culture as they are a profession that deals with brand and crisis management. PR professionals must constantly keep up with cultural expectations as public figures are scrutinized and one simple mistake could destroy a brand that took years to build. Be ready to take responsibility for both the positive and negative publicity; "Any press is good press" is outdated.

Public Relations professionals must be prepared to issue media releases, public apologies, make commitments and respond appropriately at a snap of a finger. But it is important to note that all this can't be done for the sake of being done, there must me sincerity behind your corrective actions. This improves the chances of rebuilding and maintaining your brand.