Source: "Communicating: The Scudder Report," July, 2005

One of the advantages of media training is identifying tough questions and finding positive answers.

A point we stress to our clients is this: in every crisis, in every difficult question, there is not only an answer but an opportunity. Our job is to help find it.

Here's a case study from Florida. One client was a prominent psychologist who specializes in sex therapy. She was terribly afraid a television interviewer would put her in an uncomfortable spot by asking questions about the child molestation scandal in the Catholic Church.

Here's what we came up with: "I can't tell the Catholic Church, or any other church, how to run its organization. However, I can tell parents some signs to look for if they fear their children are being abused."

She then went on to list several telling signs, including sudden moodiness or depression. And she directed people to her web site for further information. Reporters-especially those on television-loved it. So did the public.

The result: she stayed out of trouble during interviews, parents benefited from the information, and new clients were attracted to her practice through the web site.

Potential crisis was turned to opportunity. And, an old adage was once again reinforced: "if you wish to do well, do some good."