That's the question, and most people right now will say "Not BP."
BP's inability to contain the Gulf oil leak (how can no one know what to do??!!) allows the news media to freely pour sludge over BP's reputation. It happens every day, live, on TV, on the Internet, in print, etc.
While the media's own reputation is not as prestigious as it once was, the media is still powerful. It can break you (relentlessly, as with BP) or it can make you.
Most PIs avoid the news media, but the smart ones court it. Become the trusted advisor to your leading local news crew, and you become the expert to the community, which of course includes the lawyers, businesses, organizations, insurance companies and others who can hire you. You don't need a front page story; just establish a helpful reputation with the right reporters.
Chances are slim that you will end up with goo on your face. Just remember to always, always tell the truth, and don't fake it if you don't know something.
http://www.letbobhelp.homestead.com/
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