“Sharapova response” – a crisis communications blueprint?

When the news about Maria Sharapova’s doping test broke out I was a little bit shocked. As she announced the press conference, I suspected – as many others – that the big announcement would be the termination or the end of her career. To my astonishment, she announced she had failed a drug test. This case is not only an interesting one due to her fame and the unexpected headlines she made, but also due to its importance to PR. Here’s why.

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