Please excuse the headline pun ladies but I couldn't resist!

You see, this is how the press works - they want your attention so that they can sell their papers. Headlines are designed to do just that.

This is what is happening with regards to the recent "scaremongering" you describe over the HPA findings.

Just to recap, some sections of the press seized upon the recent findings of the HPA and used them to question the safety of ALL fish spas. That negativity could affect numerous spas across the UK and perhaps even yours at Fresh Feet.

Now, the press isn't going to pick over the details and explain which spas are good, which are bad, which need to improve etc. That will bore the pants off the readership and they don't have the time or resource anyway. So, your mission (if you choose to accept it) is to do it for them.

I am encouraged to see you have already brought this potential PR crisis into the light by blogging about it on here and providing information on your website. That is a great start. In a crisis, hiding and hoping it will all go away just isn't going to work, which again is why I am very pleased to hear that you have already opened dialogue with Peak FM - your local broadcaster.

If you can be the business that provides the clear message and explains the facts, reassuring the market whilst at the same time sneaking in references to how well managed your own offering is, you may even find that you could benefit from all of this. You have the safeguards in place, you understand and welcome the legislation - the report even. In short, you are the experts.

This way, you get to jump into the story and make your own mark - telling your side. Journalists want balance. If you can provide it, you can turn this crisis around for Fresh Feet and those in the industry that adhere to the same quality standards that you do.

You have already taken a step back and begun to produce an information guide - this is great stuff. It may even double as a useful flyer for your other marketing efforts. It may not seem it right now but handled well, this could be a blessing in disguise. So many times I hear from people that cannot get editorial coverage for their business and time after time it comes down to one simple thing...

It isn't news!

However, this situation has brought the news agenda right to your door.

Answer it politely and you may find that this unwelcome visitor turns out to be your best salesman.

You can read more about how to handle a crisis on my blog here