Frequently, these attacks are well deserved. Example: Enron.

All too often, these attacks are engineered by antagonists (usually plaintiff attorneys or issue-oriented activists) through all-too-willing news reporters who are hell-bent on winning this year’s Pulitzer.

When that time comes for you and your company, you will have to decide: Do I want to play hardball with news media?

Before you even consider that question, you must take an inventory. You must have three things in your corner before you even consider taking on media.

First, you must have persuasive evidence of your innocence.

In Court of Public Opinion, you are guilty until proven innocent. If you plan to take on news media, you must be prepared to present evidence that sways public in your favor.

“Persuasive” is not same as “conclusive.”

Indeed, logic need not apply.

You will want “proof” that persuades brain by aiming at heart.

You must also make sure that you stand on solid legal ground. Your team should always include a legal counsel who is media-savvy and crisis-oriented.

You want to have a lawyer on your side who is not afraid to do battle with, in or through media. But your attorney should also be an expert in communications law, particularly libel.

The attorney’s job in a Hardball PR situation is not to steer your ship, but to help navigate your ship around rocks.

Second, you must have sufficient resources at your disposal.

The scope and rigor of a study or poll are usually not criteria governing whether or not it's considered worthy of attention. Rather, reporters and editors judge newsworthiness of research according to its pertinence for their audience, its novelty and its surprise quotient. If study results seem likely to provoke a "Wow!" or "Interesting!" in audience, then they have a good shot at earning media coverage.

Working backward, then, to how you would design a research question or poll with a promising potential for ink and air time, here are some guidelines.

* The answer to question is not obvious and not already known.

* Those interviewed would want to know how others answered question.

* It pertains to a topic that is either perennially or currently of interest to a particular audience or general public.

* It's probably a qualitative question rather than answerable with "yes" or "no."

* The answers will subtly promote you, sponsor of research, without seeming overly self-serving.