Does it ever make strategic sense to attack the media?

It's a question I get asked all the time, and the topic has reemerged with the admission by former McCain-Palin communications staffer Michael Goldfarb that he was hired explicitly to "attack the press" during the last six months of the campaign.

Such revelations never make journalists happy. Typical was the reaction of Politico columnist Roger Simon who opined, "Smart campaigns know that it's a waste of time to attack and ban the media. Seducing the media is much more productive." His advice on winning press approval: "Give the media all the access they want."

My view is that neither extreme works. Angrily lashing out at the news media makes the accused look hostile, desperate and out-of-touch. Besides, no one cares if Goliath Industries has been roughed up by the press. Yet, while Simon's call for unfettered access is great for reporters, it's lousy for everyone else. Transparency is a noble concept that works a lot better in PR text books than the real world of billion-dollar lawsuits and congressional subpoenas.

So, what can you do when you or your client is faced with abusively inaccurate, biased or predatory press coverage? Actually—quite a lot. It begins with the premise that the objective is not "press seduction," but to make the coverage less bad, to make it go away faster, to protect reputation and assets, or to get your side of the story out. Second, understand the difference between coverage you don't like and coverage that is provably wrong. If it's the latter, the remedies can include: legal push back, mobilizing allies, introducing new narratives, going around the press via the Internet, and systematically exposing the reporter's factual errors (which is different than "attacking the press.")

Avoiding self-inflicted wounds is important, too. Always know what you're getting into and who you're talking to. Negotiate and enforce strict ground rules for all high-stakes interviews. Get media trained by someone who comes from the world of investigative journalism, with the focus on how to handle tough questions and not what kind of tie to wear.

With many media organizations gushing red ink and newsrooms in turmoil, the potential for sloppy and severely agenda-driven reporting is greater than ever. Don't get mad. Don't get even. Learn how to defend yourself the smart way.