There are many types of incidents that can cause serious and sometimes lasting damage to the reputation of a cultural institution.  Reputational damage results from both planned and spontaneous events that might occur within the walls, on the property or even within the institution’s virtual environment.  When they unfold, these events can generate both short-term and long-term public relations challenges that may impact visitation, staff morale, and fundraising. Social media activity is often the first stage of negative reactions from the public and/or media. It is also a big part of the solution. In this moderated panel discussion and Q&A, three seasoned Smithsonian communications specialists will recount events, personal experiences and the lessons they learned managing the controversies they saw coming—and planned for-- and the ones they didn’t.