From Manti Te'o's fake girlfriend to Justin Bieber's deft handling of a (false) paternity claim, celebrities call PR guru Matthew Hiltzik, 43, to avert public disaster. The Hiltzik Strategies CEO offers five tips for handling a scandal effectively.

1. Be choosy with clients

"If they are remorseful, accept responsibility or are trying to properly rehabilitate themselves -- those are the kinds of people I want to work with."

2. Take your time

Subscribe to billboard biz to continue reading this article and thousands more. subscribers get:
  • 24/7 coverage of every genre and sector of the business with over 150 exclusive charts
  • Bulletin: Breaking stories, chart info and analysis sent directly to your inbox every weekday
  • Billboard Magazine iPad Edition: An enhanced version of the magazine with video, photo galleries and playable charts
  • Archives: A rich history of articles and exclusive charts

Join now or Log In