Here is an interesting story about what you shouldn't do if there is a bad story written about you, or your team.
Doing this breeds to more bad stories.
http://www.courant.com/sports/college/hc-central-coach-shaun-green-trahses-newspapers-05-20120508,0,4937583.story
The best thing to do is to pre-empt bad stories, and when they come up admit to the mistakes and lay out a plan to move forward....I think...
I saved a paper that talks about how to deal with media controversies and the steps to take. I will find it and post it if I can. I know it's not with me though.
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