In a university's time of crisis, reporters will often attempt to catch the president and board members in conflicting responses in order to develop a "gotcha" news story. It is important for leaders not to take the bait. In times of crisis, board members and institutional leaders must not only control the message and flow of information, but protect the image, reputation, and financial stability of their institution. This article reviews scandals at North Carolina Central University, Baylor University, and the University of Colorado, focusing on how chief executives and board chairs struggled amid the bright lights of network TV cameras to coordinate messages and respond quickly and effectively to protect the image and reputation of their institutions.