As a communications pro, you want to stay ahead of any crisis or even potential crisis.
Retail outlet H&M has found itself mired in some controversy after running an advertisement in which a young boy, black, was shown wearing a hoodie that had "Coolest Monkey in the Jungle" written on it.
H&M, based in Sweden, issued an apology via the New York Daily News on Monday from its Stockholm headquarters.
One social media user aptly put it; "So putting an African American child in a hoodie with "coolest monkey in the book" isn't racist at all".
"We understand that many people are upset about the image", representatives told PR News in an email.
The clothing retailer has apologised in a statement saying which also confirmed the "image has now been removed from all H&M channels".
H&M apologized and removed the image, though it kept in place other designs modeled by white children. This is without any doubt.
"Woke up this morning shocked and embarrassed by this photo", the Starboy artist captioned.
The singer worked with the company on multiple projects, both as a model and collaborating on signature clothing items. "We will thoroughly investigate why this happened to prevent this type of mistake from happening again".