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.