“IT IS RARELY THE CRISIS that destroys a reputation – it is how you deal with it that shapes the future says David Alexander, managing director of independent sports PR consultancy Calacus.
Read MoreCNN's Becky Anderson discusses tennis superstar Maria Sharapova's press conference, where she confessed to using Meldonium, with David Alexander, managing director at Calacus Public Relations.
Read MorePR professionals say tennis ace Maria Sharapova and her team had "followed the crisis playbook to the letter" in announcing that she had failed a drugs test and would be banned from the sport.
Read MoreThere has criticism of tennis star Maria Sharapova over the last couple of days after she suggested that she might change her name ahead of the US Open to promote her range of confectionery, Sugarpova.
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