12-year-old Sonia never would have thought that selling ‘crafty things’ to her neighbours would lead to her building a $25 million business.

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In 2025, public relations is no longer confined to a press release. Consumers are savvier, journalists are overrun, and traditional tactics simply don’t hold

No brand or individual is immune to crisis. One unexpected misstep—a product recall, a viral complaint, a public misquote—and suddenly, the spotlight isn’t flattering.