Rep. Anthony Weiner (D-N.Y.) is in the middle of a P.R. crisis, after an incriminating photo was sent out over his Twitter account. (Lucian Perkins/TWP/STAFF)

Weiner’s poor crisis management may be the meme of the moment. But it implies that had he done all those things right, he would be in control of the issue and it would already be on the path to dying away.

Granted, that might be true. Undoubtedly, there’s a better chance that the story would have withered away (I’m sorry, but as you’ve probably figured out by now, a big reason the Weinergate blitz exists is that the media can’t resist the chance to use such terrible puns) had Weiner followed this sage advice. If indeed the New York representative’s Twitter account was hacked and that wasn’t him in the photo, a straight news conference, a clear-cut “no” to the is-it-him question and less time in the media glare might very well have slowed the news obsession.

But this is still a story, if you can call it that, about a purported photo of a Congressman’s boxer shorts sent via social media to a young woman. Like it or not, what we’re seeing are ants on a melting popsicle as some reporters and political bloggers go through the early summer doldrums of the news cycle. Even if Weiner had played by all the right crisis management rules, his underwear would still have been the subject of news stories and snarky tweets for several days. Now that he’s gone and made the matter worse by offering up confusing responses, as many have noted, it’s a veritable picnic.

Who knows who’s really behind the Twitter message sent from Weiner’s account, or the photo itself. The recipient’s statement that she doesn’t know the lawmaker, combined with the plausible explanation by Weiner that his account was hacked, could spell a mean-spirited attack against the N.Y. Democrat. But if it is him in the photo—whether he sent it out or not—no amount of PR strategy is going to stop the fire hose of questions unless he addresses it directly.

The instinct among powerful leaders to control everything, including the media, is understandable. But all the pricey communications counsel in the world can’t change the fact that until Weiner answers whether it’s his shorts in the picture (even if the answer is yes), this story is likely to stay in the news. A crisis consultant can offer great advice to leaders which, when followed well, can do a world of good. But in the end, the best strategy—giving clear, simple, honest answers—is something no good leader should have to pay someone to know.

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