MAX isn’t just known for its burgers and other menu items—the chain has taken a stand on climate change with its sustainability efforts and leans into its values throughout its business and communications efforts. But by taking a stand and by being a pioneer in many areas the company meets multifaceted opinions and questions. Marita Wengelin, head of public relations for MAX Burgers, shares how the chain has approached crisis situations, along with how grounded values helps to mitigate risk and be prepared for backlash before your reputation takes a hit.
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