As the Chipotle restaurant chain attempts to get a handle on a rash of food-borne illnesses at its restaurants, the situation can teach us three important lessons about working with the media, including:

* The perils of playing the blame game — What happened when the CFO’s words went public

* How journalists love trend stories — Trends that play on fears are the true media darlings

* Why to avoid over-promising — Can you really cash the check you’re writing publicly?

Click the ‘Play’ button below to hear more in this episode of MediaSmart!

Read more:

* Chipotle is Blaming the Government and the Media for Their E. Coli PR Nightmare – Fortune.com

* Chipotle CEO makes apology, pledges changes via TV interview – PR Week

* Norovirus spreads in Boston as Chipotle execs make the media rounds – Ragan’s Health Care Communication News