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Already this year, we have seen our fair share of public relations missteps by large corporations and high-profile individuals: Think Pepsi’s flawed Kendall Jenner commercial or Sean Spicer’s confusing Hitler comment made during Passover. However, the one incident that caught — and held — the world’s attention above all others was the video of a United Airlines passenger being dragged forcibly off of a flight that had been overbooked. This video sparked outrage across the globe, resulting in a swift media storm of controversy for the company. There were outcries to boycott the airline for its treatment of the passenger, and criticism of the CEO’s response to the situation.
