In this episode of UnEDited, Ed sits down with crisis communications expert Jon-Paul Gabriele from Immersive to explore what really happens when brands are blindsided by disaster. From sudden social media firestorms to full-scale reputational meltdowns, Jon-Paul shares raw insights and real-world stories from the front lines, including why social media has become the first responder in any crisis, how KFC turned a national embarrassment into a PR masterclass, and why the best crisis plans don’t just save brands but protect people. If you’ve ever thought, “That would never happen to us,” this episode is a must-listen.