Just like a positive media report can affect the fortunes of any corporate organisation, so can negative media attention hurt its image with disastrous consequences. Quite often, corporate entities ignore this enduring truth to their peril. Organisations must, therefore, master the art of positively presenting their corporate selves in the public eye. It is sometimes not just enough to have a good brand which is the toast of consumers but also necessary to cultivate a conscious positive media presence to keep ahead of others in a highly competitive business milieu. Consequently, it is important for organisations to constantly protect and project their corporate images in the media world. This is especially so during moments of crisis which can happen anytime. What separates one organisation from others during crises is the capacity to weather the storm with an effective media strategy for positive corporate identity. This means one thing: they must be alive and competent in managing crises through positive media presence.