There are a few sayings in the world of issues and crisis management that apply to the media strategy being used by Qantas at the moment.
My favourite is "get on the front foot with your own bad news". I also have a lot of time for " when you're in a hole, stop digging."
Chief executive Alan Joyce has been virtually unstoppable since the controversial announcement about his airline's survival hit the Australian Securities Exchange almost 24 hours ago.
The softly spoken Irishman must be close to losing his voice by now.
Here's a compilation of the media blitz highlights from Michael Janda of ABC News Online.