10 things every brand should do in a crisis, and why Tesla is still getting it so badly wrong

On 16 May someone tragically died in a car accident involving a Tesla car.
It was the first time there'd been a fatality involving a self-driving car on autopilot.
Unfortunately, it was sadly predictable and only a matter of time.
The fact that the company involved was so poorly prepared for this inevitable crisis is not only shocking, but a stark reminder of why PR teams need to act as the conscience of a business before, during and after events like this.
Your reputation as a brand is for