Like millions of others, I took part in the Olympic sport of ‘applying for tickets’ last month.  My Dad had also called me up, asking for help navigating the Mensa-esque digital maze that was the application process, and I duly popped over to assist.

I explained there was going to be insane levels of interest in certain events, and that he’d never have a hope in hell of getting anything involving Usain Bolt or a bicycle.  Avoid those both like the plague, I said.  If you want to experience the Olympics, go for something left field, was the advice.

Two tickets for the synchronised swimming heats were bid for – still in shock on the choice, Dad – and the wait began.  In the meantime, I went against my own advice and bid for a pair of tickets for my wife and I to go to the 200m final – expecting zilch in return.

The deadline passes and it’s clear that Dad has failed in his bid to watch the worst Olympic sport that there is (apologies to all you coordinated swimmers out there, but it’s not a sport).  He’s understandably a little disappointed, and I explain there was just so much interest ...

When I was at PR crisis school, the first rule was that there aren’t any rules.  Every crisis is different and each needs managing according to the unique pressures of the situation, not some pre-determined ‘how to sort it out’ guide.

But one thing was always clear.  Never put your head in the sand and hope it’ll go away.  It never does, and normally the complete opposite happens.  Whether you’re a global energy business with a leaking oil rig or a footballer caught enjoying some non-wife-friendly extracurricular activities, if you’ve screwed up then come out, apologise, and work from there.

The Giggs story will run and run – it’s too good a story not to – and so I just can’t understand why he doesn’t come out and admit defeat, and end all the speculation and rumour milling that’s going on.  Come out, tell the story, in full, and then there’s nothing else to report.  He has after all lost this match in such dramatic fashion that there really isn’t any way back.

Putting aside the debate around super injunctions and Twitter leaks, the fact that it got into the public domain should have immediately put Giggs’ team into reactive mode, the very ...