I'm Caroline Voaden, a crisis PR consultant in Australia advising socially visible brands and public figures on reputation exposure and how to respond when a narrative turns.

I combine over a decade of corporate PR experience in data breaches, product safety failures, leadership exits and complex litigation with a working fluency in how online backlash escalates: platform mechanics, crowd psychology and what audiences now expect when they hold someone to account.

Traditional crisis advice was built for a slower media cycle, one where journalists decided what mattered and a holding statement bought you a day.

That cycle no longer exists.

My speciality is the moment a founder's post goes viral on TikTok overnight, a story jumps from a subreddit to the trade press, or partners start asking questions before the 9am leadership meeting.

I read what a backlash is likely to do next and help brands respond in a way that protects the revenue and trust they've spent years building.

In one category-wide crisis, comparable brands lost 30–40% of sales and ended up discounting to clear stock. My client kept revenue steady and every retail partner on board.

I'm an IABC Gold Quill Award winner, crisis commentator on Channel 7's The Morning Show and regular panel/speaking guest. You can find me working with brands across Australia and the UK.