Every day, individuals and organizations start their day knowing their reputation can be made or broken in an instant. In the 24-hour news cycle and with social media always on, bad news travels faster than ever, and difficult situations don't always leave time for nuanced response. Moving forward through crisis situations can be difficult but a recent incident involving PGA Tour professional Scottie Scheffler offers a master class in crisis management for organizations facing unexpected challenges.

On May 17 in Louisville, Kentucky, at the PGA Championship at Valhalla, Scheffler found himself in an unimaginable situation. Scheffler made his way to the course for his tee time just after an early-morning accident tragically took the life of a tournament volunteer. While the details are contested, he drove around cones to enter the main gate and ended up in a dispute with a Louisville Metro Police Department (LMPD) officer. Scheffler was then arrested on serious charges just hours before he was scheduled to play. For those who know his reputation, this was tough to imagine and could have quickly become the opening shot of a good man's downfall. Yet the way Scheffler and his team handled this crisis provides valuable lessons for dealing with a PR nightmare, especially when you're in the right.