These days, everyone’s a critic (I’m looking at you, Aunt Nana). On a good day, that can help you build your brand by word of mouth and first-hand recommendations from admiring fans everywhere. When it goes wrong, though, your business can take a hit faster than Jennifer Aniston switches boyfriends.

Reputation management and solid branding strategy can help you stop that from happening – and help you to be better prepared if it does. It’s not enough to launch a traditional campaign anymore. For the most effective in-your-face communications assault you need an experienced and intuitive adviser who’s just at home with social media and trend spotting as they are with media relations and creative concepting. You need someone with moxie.

You need Carrie Estok.