Crisis prevention through foresight

Read advice by PR professor Mark Grabowski on how to handle Michael Moore and the bad publicity he and other investigative journalists inevitably bring:

"...what should a company do when a Michael Moore, 60 Minutes crew or other type of "investigative journalist" shows up on its doorstep unannounced? Too often, companies and organizations make the mistake of waiting for a public relations crisis to happen and then responding to it. No matter how much damage control a company does, it's hard to overcome an embarrassing clip from a movie or TV show that will be indelibly stamped in the minds of millions of Americans. A better approach is what many of us in the PR industry call 'crisis prevention...'"