The Upside of Downturn: Unlocking the Hidden Benefits of Crisis

On-Demand, available until Feb. 2, 2022
Recorded Jan. 26, 2021

Categories: Communication Strategy, Crisis & Reputation, Leadership & Management, Techniques & Tactics

Even the most comprehensive crisis and issues management plans often overlook a high-value component: recognizing the multiple positive benefits afforded by critical organizational challenges. Generations of communications professionals have been taught to tackle the downside risks of crisis, but few understand how to identify, reconfigure and harness looming problems for short- and long-term gain.

In the right hands, with the right mindset, crisis can fuel greater customer loyalty and increase employee engagement. It can deepen media, analyst and influencer relationships. It can strengthen executive leadership and communications teams. This webinar will put savvy public relations and communication professionals on a path to understanding methods for converting consternation to calculable advantage.

Participants will walk away with new constructs for more effective crisis planning, inspired strategies to align the thinking of executives and peers to a nontraditional approach, and invaluable tools and techniques they can employ as soon as the session is over. Incorporating global and domestic examples from recent headlines, the presentation also will offer vital tips to help PR professionals avoid their own downfall amid the crisis maelstrom: team and individual burnout. At a time when heightened chaos and unpredictability are defining how many communicators practice, this high energy, insightful session will prepare participants to implement an enhanced framework for crisis success.

By the end of this webinar, participants will be able to:

  • Determine why and how upside opportunity can coexist with downside risk during times of crisis and build such into comprehensive response planning.
  • Recognize the seven most common upside opportunities for an organization during a crisis and be better prepared to incorporate them into new and existing plans.
  • Navigate how to align the thinking of executives and peers around a dual threat-opportunity construct for crisis response using a series of inspired strategies and proof points.
  • Employ a series of new tools and techniques to convert the upside theory into action — in most cases, almost immediately.


Mike McDougall, APR, Fellow PRSA, president, McDougall Communications

Photo of Mike McDougall, APR, Fellow PRSA

Mike McDougall, APR, Fellow PRSA, has served in senior corporate and consulting roles for the past two decades including positions as global vice president, corporate communications and public affairs for eye health giant Bausch & Lomb Incorporated, and director of worldwide public relations for Eastman Kodak Company’s $9B consumer division. Now the president of McDougall Communications (Rochester, New York), he and his firm work with emerging and global brands to grow their market presence and reputation.

McDougall’s high energy presentations on the future of the PR profession have been experienced by more than 9,500 communicators over the past decade in North America, Europe and Asia-Pacific including packed rooms at 20 PRSA International Conferences dating back to 2000. In 2016, he was one of only four Americans invited to present at the biennial World Public Relations Forum. He is a columnist for PR News, a PRSA Silver Anvil senior judge and 12-time award recipient, and a guest lecturer for multiple graduate and undergraduate public relations programs across the U.S.



Participants with the APR credential earn 0.5 CEUs for a webinar. Learn more about Accreditation renewal.