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The stakes for Bill Cosby’s damage control and crisis PR efforts just grew higher given that he has now been hit with a felony assault charge stemming from a sexual encounter with a woman over a decade ago.

To date, dozens of women have accused Cosby of sexually assaulting them, with many claiming he employed drugs to help render them helpless.

Cosby’s PR crisis has been burning bright since the allegations became national news last year. Red Banyan Group kept a close watch on his story as Cosby descended deeper and deeper into serious reputational damage.

Last year, in an interview with NBC News Red Banyan Founder Evan Nierman provided his expert assessment of Cosby’s reaction to the sexual assault allegations. Nierman pointed to several key communications mistakes on Cosby’s part from a purely PR perspective.

Watch the full interview below: