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