Bad things happen in every campaign, and even good businesses can become the subject of target journalism, lose money due to a competitor's positive or negative uses of media, or just have bad luck and need to quickly recover.

Every business and campaign can positively manage the media for ongoing gain or to innoculate itself against the initial blast of a media crisis. This is done by building honest relationships with the media. Telling the truth usually works the best ... but even the truth must be packaged somewhat and is easier accepted by someone people and the press are already familar with.