Red Banyan crisis communications expert Kelcey Kintner – in an article in The Drum – weighed in on the Anheuser-Busch PR disaster that occurred after the company teamed up on an NCAA March Madness sweepstakes with popular transgender influencer Dylan Mulvaney.

The partnership sparked divisive reactions online, leading some conservative consumers to call for boycotts of the brand, The Drum noted.

“Its first major misstep was not anticipating potential criticisms and having the plan to address it quickly, and then came too many days of silence,” said Kelcey Kinter, senior vice-president at crisis communications firm Red Banyan, in the article.

Read the entire article here.