The University of Alabama Crimson Tide, Coach Nick Saban and millions of fans in the “Tide Nation” had hoped to be in the Division I NCAA Football Championship Game on Jan. 12.

It didn’t happen. The Ohio State Buckeyes upended those expectations on Jan. 1 in the Sugar Bowl in New Orleans. And what’s even more, the Crimson Tide was not the only Southeastern Conference football team to lose a major bowl game after seeing great expectations die.

The task ahead now for teams such as Alabama and others in the SEC is rebuilding what had been a stellar reputation. But where do you start after your initial plans fail? How do you change your message to fit an unanticipated outcome?

The same rules in managing a sports message can actually be applied in message management for almost any business organization.

First of all, accentuate the positive. Sure, you the lost the big game, but what about the future? In this case, Alabama has responded by allowing information about its great recruiting class to seep into the media. In business, you can focus on your key players and their accomplishments. You can also pitch stories on recent business developments, especially at the start of a new year.

Another lesson from the field – learn from the mistakes of the past. Anyone who watched the Sugar Bowl between Alabama and Ohio State saw the Crimson Tide struggle on third downs and give up the big pass plays. Already Nick Saban, one of the greatest coaches in the game, is assessing those issues and preparing his staff to meet those challenges in the future.

In the business of public relations, we have to reassess and regroup when we get unintended results. There should always be a good message to offer about your business.