riscilla Rowe is a real pro in the industry. I shelled out big bucks to bring her on board.

Over the past two months, the company's negative press has noticeably died down—that's largely thanks to her. I remember during the interview, I asked what kind of PR messes she could handle. She thought for a second and said, even if the CEO's personal life ended up splashed across tabloid headlines, she could clean it up without a hitch.

That line stuck with me. And when ...