Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
They say you should get out ahead of a bad story.
Present your version before the story hits, so that people can have good feelings about you before aspersions are cast.
I wonder, therefore, what Allegiant Air might do this weekend.
I wrote about this airline a couple of years ago, after it had been accused of having planes that break down four times more often than those of other airlines.
In mid-air, that is.
Of the airline's 86 planes, it was said that 42 of them had broken down in mid-air the previous year.
The airline fought back and claimed that the accusations were "incendiary." Indeed, its stock went up 24 percent soon after the original Tampa Bay Times article was published.
Now, though, Allegiant might have a bigger PR problem.
On Sunday, it'll be featured in a 60 Minutes segment, one that CBS teases will be twice the usual length.
Here's the teaser.
Just those 48 seconds suggest that Allegiant should brace for something of calm, considered skewering.
I asked the budget airline what it thought of the upcoming exposé. A spokeswoman told me Allegiant would wait until the segment airs before offering a rebuttal.
One of the main issues with Allegiant's record of breakdowns is that it flies old planes. Very old planes, some 22 years of age.
Recently, though, it has begun to replace these planes with Airbuses. Indeed, last May was the first time that Allegiant enjoyed the experience of fitting out a new(ish) plane.
The question, then, is how much Sunday's 60 Minutes piece will reflect the whole current scenario.
The problem for the airline's PR department, though, is that Allegiant will surely come out looking not so good on one of the most respected news programs in America, one that's watched by 12 million people.
It's inevitable, then, that it will instantly be associated with the sort of bad reputation that plagued United Airlines over the last year.
Worse, perhaps, is the idea that instead of a brutal lack of customer sensitivity -- as in the United case -- Allegiant might be tarred with the notion that it's simply an unsafe airline.
On Friday, the airline's stock began to drop. What might happen to it on Monday?