The worst has happened. A product that took months and months to develop has to be recalled. A database with thousands and thousands of files containing personal information has been breached. The CEO is resigning, the media are relentless, and the customers are distraught.
Or perhaps there has been a breakdown in customer service, and the tarnishing of your company's reputation is spreading like wildfire on social media.
It is a PR nightmare, but eventually you wake up and another day begins. Now it is time to start recovering lost trust.