How to Handle a PR Crisis Ronn Torossian's advice: Drop everything and deal with it now.

Q: How do I deal with a PR nightmare?

A:There are times when you can get away with burying your head in the sand, but a business crisis isn't one of them. You need to drop everything and fix it. Now.

"Small-business owners think they can put their heads down and outwork everything," says Ronn Torossian, founder of 5W Public Relations, based in New York. "But you can't outwork crisis. For the people it impacts, it will feel like the end of the world."