Jack Welsh's latest column in BusinessWeek focuses on how to manage through media crises. His advice isn't rocket science: tell the truth, tell one version of the truth, etc. He does, however, point out the need to take "media coverage into your own hands" via the Web. Welsh accurately notes that the Web is a critical defensive and offensive tool in combatting negative publicity.
The media are not the bad guys, and in Welsh's own words, "the only question is whether you have the guts to engage the media as they engage you."