Is there such thing as good vs bad press?

Don’t get bad press on purpose, always strive for a positive story.

Attack bigger guys (David v. Goliath), but don’t reveal your secrets because they have big PR teams

Scandals can expand customer base (e.g. Uber), but again, don’t create scandal

PR training, prepare your statements, FAQs, make sure you cover all the bases and discover your potential scandals before anything gets out to press

You can get a spokesperson when you are big enough if you don’t want to deal with press personally

Take opportunity to respond to questions with written statements whenever possible