It was hard to miss this story: new, gruesome photos and images would be required on packaging and Ads, under a new requirement from the Food and Drug Administration.
"We want to make sure every person who picks up a pack of cigarettes knows exactly what the risk is they are taking," said Health and Human Services Secretary Kathleen Sebelius.
Responses ranged from support to disappointment that the new requirements did not go far enough. Tobacco companies, however, said little. True, there's not a lot the industry can say in such a situation, but silence can often appear more negative than even a even a benign reply.
When your industry is under attack or faces heightened public scrutiny, there are often positive elements of a story that need to be told. Hiding from the press may be your first instinct, but it may not be the best.