Tough times call for tough measures, and these lessons can be good foundations to supplement any existing business large and emerging, and for new startups to learn from. Tough times call for tough measures, and these lessons can be good foundations to supplement businesses large and emerging. Public relations (PR) builds brands, nurtures sales and opportunities, and protects the reputation of businesses. PR is a sustained effort nurtured by the C-suite, international communications and external specialist partners. Following the good reception of the two earlier Dot Zen books, this book continues a journey through the years of a global pandemic, trade wars and conflicts, with a three decades old PR and strategy consulting firm staying afloat and helping clients grow together through the crises with good publicity, brand building, and reputation management. What were the lessons learned during these crises? How can we benefit from them to nurture and build brands for the long haul? This book serves as an anthology of easy-to-read pieces to stir the imagination with ideas for the C-suite executives and business leaders, peppered with calligraphy and little “Dot Zen Moment” thoughts throughout the book.