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Crisis: Controlling the Threats and Seizing the Opportunities

By Jennifer Connelly

When it comes to crises, businesses practically tie themselves in knots trying to avoid any potential conflict.

We see this scenario play out the same way time and time again. A company's executive responds to a reporter's query with a pat “no comment.” A virulent rumor makes the rounds on social media only to be met with radio silence from the brand. A business moves to quietly settle a bogus lawsuit rather than expose itself to even a whiff of bad publicity. Burying your head in the sand will not make a crisis go away. It will only make the situation worse. What's more, by avoiding ' rather than confronting, controlling, addressing and resolving ' problematic situations, businesses miss out an opportunity to show their true worth, to prove that they are battle-tested and poised to stand the test of time.

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