In the modern age of viral social media content and 24-hour news cycles, companies and their employees must be diligent to ensure they’re making the right decisions. One wrong move can land a company in the throes of a PR crisis and tank its reputation.

When the worst happens and all eyes are on them, it’s key for company leaders to limit the damage. Here, 15 members of Forbes Agency Council explain how to take control of the narrative before it does real damage. Their insights will help any leader handle a company PR crisis with grace and humility while working to win back public favor.

This article originally appeared on Forbes.com, on May 20, 2021. Read the rest of the article here.