This article is not about the mysterious death of the talented actor, Sushant Singh Rajput. It's definitely NOT about who is guilty. Instead, this article is about a PR case study in image crisis and aims to set out some tips for PR managers. The news media has successfully ensured that the public sentiment lies with Sushant's family. Rhea's fate is hanging as she the threat of investigations and impeding custodial arrest loom large. Whether or not she is implicated, Rhea Chakraborty's career, personal and professional life lies in a limbo. The PR team must realise the extensive damage that they are doing to Rhea's future by resorting to these age-old PR tactics. Times have changed and the approach to PR needs to change.