It’s not hard to see why social – and traditional – media commentators were quick to brand the United Airlines incident of forcible removal of a passenger a “PR disaster”. It’s not the first or last time that PR professionals appear to be held responsible. But let’s not forget, this was not some ill-advised marketing campaign (Kendal Jenner for Pepsi, anyone?) or PR spin that spun out of control. This was a corporate disaster that is the story that just keeps on giving. Such little regard for paying customers is not something that a bit of PR will even sort. Whilst PR didn’t cause the problems, your heart goes out to the team trying to recover the situation now.