There have been hundreds of PR disasters in history. Whether it was Gerald Ratner calling his products ‘total crap’ and virtually destroying his business overnight, or more recently, Sports Direct handling of their controversial zero hour contracts and less-than-minimum-wage paying jobs. Having Mike Ashley turn up to a press conference at their ‘improved warehouse facilities’ and dropping a grand’s worth of fifties into the plastic bin before going through security was just plain ridiculous. The

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