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Judging from the news people are selling these days, people love negative news. Disaster, pain, suffering, vice an corruption reign supreme in news shows across the globe. Not only do we like it dark, we like it simple and one-sided.

For PR experts this is both bad and good news. It’s bad because news people are on the hunt for dirt. It’s good because it is easier to manipulate the public if the reporting is one-sided.

As you might have guessed already, there is a reason for my rambling. Recently, I came across a news story (if you can call it that) about a male celebrity appearing in a court hearing after being accused of pestering a young girl in a dance club.

To keep it short, the reporter interviewed the celebrity (not the girl), who denied it all. They also added some words of support from another celeb, who was not a witness, but was nonetheless sure the girl made it all up. The report concluded that the girl was evidently just seeking media attention. After all she is a young struggling singer herself.

Here’s why this type of journalism really gets to me. The celebs PR calls a news conference, loudly announcing the trial and making sure that everybody sees it their way. The girl never talked to the media before or after the hearing. And yet SHE is accused of obsessing with media attention.

The report stated that she filed the suit against our beloved celeb, which (if you look into it) is not true. The suit has been filled by the authorities, because the girl was “stupid” enough to reveal he attacker to the ER doctor who treated her injuries.

To top it off, the reporter also insensitively revealed the girls name. Picture this. She is an alleged victim of assault, who wants to keep things quiet (as most of the women attacked by men unfortunately do). Yet, they publicly reveal her name and accuse her of seeking media attention. She is accused of “doing it for the money” despite the fact that she didn’t file a civil suit, nor did she attempt to settle prior to the hearing.

She might be telling the truth, or she might be lying. But one thing is for sure. In this crazy news world, she is doomed if she speaks up or if she is quiet. If she tries to explain, she gets crucified for seeking fame. If she is silent the celeb’s PR owns the story and the truth.

The PR strategy applied here is simple. You can turn a negative story into a positive one if instead of hiding it you take charge and control it. When caught with your pants down, don’t hide your face or try to run away. Smile for the cameras and give a speech on how you never could say no to a fellow human being in need.