You can pick up quite a few lessons in media preparation by learning from the mistakes and recoveries of companies in the news. For instance, Chipotle's stock began to climb back up after the founder and co-CEO made an apology for customers' illnesses. Keep an eye on Volkswagen's actions as it goes through the fallout from the emissions scandal. And watch the presidential contenders. Ask yourself who's offering the best soundbites and why. If you want more detailed how-to's, call me.