Why Ashton and Mila’s non-apology broke every rule of crisis PR
The world has seen its fair share of poor apology videos from celebrities, but Ashton Kutcher and Mila Kunis have officially set a new benchmark for what not to do in a PR crisis. Phoebe Netto, founder of Pure Public Relations, explains more.
Earlier this month it was revealed that the celebrity couple had written character statements for actor and friend, Danny Masterson, who was awaiting sentencing after being found guilty of two counts of forcible rape.
Unsurprisingly, this news did not go down well when it reached the public domain.
