How about finding some real "product-based" "selling solutions" to these marketing problems. The last time I confronted such a crisis I created Tylenol Gelcaps for McNeil to end the cyanide tampering issue and address consumer's real concerns forever. Utilizing the media was not a sufficient bandage then, and it may not be now. People want to see investment in real solutions. That way the door will not be left open for a "next time."