On Tuesday, ten more sunscreens were pulled from shelves by the TGA, bringing the total to 18. The sunscreen industry’s latest upheaval offers a lesson in comparison to us all in how well-intentioned crisis management can create a whole new issue of crisis. Ultra Violette’s response to Choice’s SPF testing may well be a case of what happens when brands activate their stakeholder network with information that later proves unreliable. Crisis communications expert Sally Branson explores.
Ultra Violette's activation of allies ran into a big problem - the truth
