All of this happened in one week. During the whole process, the Social Media team focused on boosting positive posts and comments, for example introducing our credible Board of Judges, mentors, and sponsors.
However, as a PR Director, I realized I must be the one who stays calmest in this kind of situation. Everyone in the team turned to me asking for what they should do and I could not disappoint my teammates.
When I started the last school year (2015-2016) as an international freshman, little did I know that five months later, I would have to deal with a major potential media crisis on behalf of a global competition.