4 tips for turning a crisis situation into an opportunity

by | Nov 8, 2021 | Analysis, Public Relations

Most of the time, when a crisis strikes, business owners resist making any necessary or even smart changes. However, crisis situations are one of the best times to create a sense of motivation and urgency for companies to finally make some long-awaited positive changes. In fact, during a crisis, most leaders get a chance to really get things that were previously required done, with a positive sense of urgency that can increase the speed of implementing those changes.

Thinking big

The first step in the process of a business turning a crisis PR issue into a positive opportunity is setting big goals and small actions that need to be taken to achieve those goals. This is partly because companies have to anticipate the worst type of crisis situations and learn how to best navigate and mitigate them. However, that means the company can also maximize the positive outcomes of that crisis.

During a crisis, there are several things happening with companies that can facilitate positive opportunities. The leaders become more willing to act and implement changes, while resources get re-allocated or become newly available. The priorities of the business become more urgent and sharp, and finally, the rigid procedures and rules become malleable enough to introduce changes.

Solving problems

While practically any crisis situation can become a positive opportunity for a company, it’s important not to forget the initial problem that created the crisis in the first place. Although in ideal situations, a crisis offers businesses an opportunity to solve many types of deep issues or bridge existing gaps that resulted in the crisis, while the company thinks about how to move ahead, it should also work on solving the existing problem.

Learning from mistakes

Generally speaking, people tend to be reactive, which means even in expected crisis situations, they can be taken by surprise. Fortunately, that reactivity can always be spun in a positive manner so that those same surprised people can make any necessary changes to prevent such a crisis from ever happening again. At the very least, they can strengthen their abilities to solve and navigate similar problems more easily in the future. Additionally, mistakes are one of the best ways to learn lessons, as they help both individuals and companies grow and deal with different types of disasters.

Future plans

The last step that businesses can take to turn a crisis PR situation into a positive opportunity is to create crisis plans in advance. That means the company should put together a team of people that will create a response plan and go through different crisis scenarios to figure out the best course of action for each one. With the help of a crisis plan, companies can better navigate negative situations while also making the most of any opportunities that arise during a crisis.

Ronn Torossian
Ronn Torossian is the Founder and Chairman of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.


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