In this episode of Founders Future, with host Zach Young, we dive into the critical world of crisis management with strategic communications consultant Caroline Voaden. Caroline, a former corporate PR insider, explains the immense value of proactive crisis PR planning, revealing that managing a crisis reactively is 42 times more expensive than preparing for one. She outlines the five key impact areas for modern founders—from executive misconduct and supply chain issues to the growing risks of AI and social media backlash—and emphasizes that in our hyper-connected world, a reputation crisis is often a matter of "when," not "if."

When the call comes in and a business is "on fire," Caroline's role is to become the calm in the chaos. She shares how she helps founders navigate high-pressure situations, from product recalls and accusations of greenwashing to data breaches, by handling the external communications and media frenzy so the leadership team can focus on fixing the operational problem at the core. She also discusses how the crisis landscape has fundamentally shifted with the rise of social media and AI, making her expertise not just for large corporations but essential for visible founders and scaling businesses in the digital age.