Bad publicity is rarely as damaging as your worst fears. The ever-present news cycle pounds on continuously and even the Madoff story will soon fade into obscurity. But when you are caught in the glare of media attention, it seems like the bad news will never end. That's when you can take comfort in the fact that you are prepared for a media crisis. You are prepared, aren't you? 

Ultimately the media cannot be manipulated. Newspapers, television channels, blogs and other outlets that have real impact will always decide for themselves how to treat a subject. They aim to deal in objectivity, not spin. Media training and having a strong grasp of the facts will better prepare you for a media conflagration than any "spin" you may try to employ. 

Journalists like friendly corporate leaders who return their calls and give them newsworthy quotes and helpful information. Treating the media with respect and attempting to help them, instead of impede them, will earn you at least a measure of cooperation. 

Next, tell the truth, the whole truth, and nothing but the truth. It is hard to believe in this media world, but people in public crises still somehow cling to the notion that they can control information flow. They tend to leave out the facts or pieces of a story that may reflect badly on them or their company and somehow believe that these warts won't appear. The problem is, whatever gets left out of a story will be filled in-if not with facts, then with conjecture, rumor, or opinion. 

The media's job is to tell a complete story. Your job, if you're in the public eye, is to protect yourself by helping them get it, warts and all. If you do a good job, you may be able to include your perspective along the way.