Abstract
In today's digital world, managing reputation can be quite tricky for corporate or brand names. Due to the complexity of the issue, this chapter presents a scope related with image management, issue management, and reputation management across digital environments. The passenger crisis of the United Airlines is analyzed as the case study. The mistakes made during and after the disruptive event, what could have done to prevent the situation from getting any worse, as well as the ways to turn the crisis into an opportunity are demonstrated throughout the chapter.
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