Watching another company go through a crisis is like watching a train wreck – you just can’t look away.

Major corporations suffering from PR disasters are a great form of entertainment – confirmation that they are just like everyone else. While these PR blunders can entertain and/or enrage us, we never really think to actually learn f rom these companies’ mistakes. In this report , we review the major crises faced by Nordstrom, Thinx, Pepsi and United Airlines. We highlight what they did right , and what they did terribly wrong. We looked at their responses, and how their stocks were impacted, how the media reported on them and how social media escalated the crisis.