In the world of non-profit organizations, social media has been labelled as both a blessing and a curse. Although the likes of Facebook have revolutionized the media landscape, allowing brands to reach their consumers in thousands of ways, social media has also muddied it, making it even more of a challenge to stand out and create a meaningful connection – something which non-profits are heavily reliant on.

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As a graduate PR student, and a sometimes-PR-professional, I find it helps to take an interest in the way brands communicate and are perceived by the public. What I really enjoy, however, is a PR meltdown; watching a brand’s reputation fall apart, usually due to some form of unethical behavior.