PR Vote: Sony Pictures
I think the company that countered their crisis in the best way is Sony Pictures. Not only did they give a good explanation of what happened, they also turned the crisis into an opportunity to brand themselves. In the modern world, information safety is an issue often overlooked by individuals using digital technology. Instead of focusing on the flaws of their employees, Sony’s PR made information safety an issue of everyone. I’m not sure “selling firewalls” works in real life, but I value their goal of turning the situation around.











