One of the big rules in public relations is to “get in front of the story.”  Don’t let the narrative get written with you sitting silently in the background - or on the bench.  Someone close to Chicago Bears quarterback Jay Cutler should probably share this advice with him.

It seems everyone is either on one side or the other of the Jay Cutler “issue.”  You either support him as a tough competitor that suffered a very legitimate injury during the most important game of his career or you feel he gave up on his team and the many great Bears fans.  

Strong arguments exist for both positions, but from a public relations perspective, it’s clear why the story has completely gotten away from the franchise QB.

Speaking with a reporter can be intimidating, no matter how small the publication or media outlet. Even if the reporter is doing a puff piece about you or your organization, you still might feel uneasy about the interview.

That's understandable, so here are a few media relations guidelines about what to say and what not to say.

What do you do if you're attacked in public by someone who calls you names? Do you hit back with a few nasty remarks of your own or do you take the high road?

New England Patriots quarterback Tom Brady provides a textbook example of our earlier media relations and crisis communications recommendation that you treat all media interviews as an opportunity to talk directly with the public - your customers or, in Brady's case, your fans.

Take a look at this video clip and you'll see how Brady responds to questions about the sharp attack he took from New York Jets cornerback Antonio Cromartie.

As you can see, Brady avoids slinging mud, elevating his game, while making Cromartie look all the more foolish. Sure, it's sports, but the same lessons can apply to politics or business. If reporters try to nudge you into a fight with an opponent, borrow a page from Brady's playbook.