the control of publicity was not in the hands of the company. While in some instances it is the firm's own blunder to allow information to leak out, companies like KMart and Martha Stewart could do nothing to stop the media from releasing negative information. When publicity becomes news, it is reported by the media, sometimes despite the efforts of the firm. In these instances, the organization needs to react to the potential threat created by the news. IMC Perspective 17-1 reports on some interesting examples.