This paper explores the multifaceted role of public relations (PR) and marketing in managing brand reputation amidst the growing influence of cancel culture. With the rise of social media, cancel culture has become a powerful force, holding brands and individuals accountable for their actions and statements. This research delves into how brands can navigate this challenging landscape by employing proactive communication, apology strategies, and rebranding efforts. The study examines key case studies, such as Gillettes The Best Men Can Be campaign and Nikes partnership with Colin Kaepernick, showcasing how these brands tackled controversies through strategic messaging and aligning with social justice causes. Additionally, the research highlights the importance of authenticity, humility, and accountability in PR responses, and the power of real-time audience engagement in mitigating negative sentiment. By analyzing these elements, the paper provides actionable insights for PR professionals and marketers to enhance brand resilience and maintain trust in an era of heightened public scrutiny.