Carnival Cruise Lines fire with feces flowing throughout the decks. Burger King meat supplier busted for using horse meat. Los Angeles police officer goes on a shooting spree. Pizza Hut employees throwing dough on the ground and using it.
These potential PR nightmares happened in the span of just a week recently, and similar examples will continue happening.
But what is the right way to handle a crisis so that it ends up being a positive or neutral event instead of a negative?