While traveling through Mexico on my honeymoon, I was accosted by a giant lobster. True story. He came at me, claws outstretched, ready for the clamp.

OK, it was only a display lobster, not a live one. Still, I pulled a 360, grabbed the lobster monster by his clutchers and proceeded to lead him in the fox trot. My life was spared, and my wife enjoyed the show.

Many times authors view the media as a monster. It can be frightening to think about the power of the media and how negative press can sometimes ruin a book's image. The best way to overcome this fear is to know the steps of preparation.
The following are three tips on how to dance with the media monster when it comes at you, baring its claws.

Know the routine
To be in complete control of a dance, you have to know which steps are coming. The key to dealing with a publicity crisis, is to be prepared for it. Consider what can go wrong within your book publicity and also what negative reactions might arise from such an occurrence. Have answers ready for reporters who are going to ask about topics relating to the book. This preparation will allow you to think clearly and react quickly.

Don't shut down
Dancing requires a person to be open and responsive to the movements of the partner and the sounds of the music. Similarly, keeping communication lines completely open with reporters can maintain your control of the dance. "No comment" has the opposite effect that you want it to have. Without giving any response, you give the media control as well as the opportunity to speculate on your ability to handle a problem.

Don't be defensive
It is very difficult to dance with someone who does not want to move. It is also very difficult to have a conversation when one party has their guard up. Although the media monster can sometimes become aggressive and ask difficult questions, avoid the temptation to throw in your shoes. Feelings of animosity will not calm the monster, but rather fuel it even more. This is not to say that you should cozy up to the media all of the time. Just make sure you keep an even-tempered attitude. Nobody likes a disgruntled dance partner.