Whenever faced with a bad, negative or stressful situation – there are two options. You can either deflect and avoid it or you can embrace it and make the most of it. Of course, it’s no secret that COVID-19 has been one of the biggest crises we’ve all faced in a very long time. We recently discussed the biggest PR crises so far this year – but here, we’re taking a look at the brands who have excelled during this time and made the most of it. Some brands have gone above and beyond to support the NHS, some have helped those in need and others have created vibrant online communities to help us feel that bit more positive. Here are seven brands who have made the most of a bad situation and handled their COVID comms well.