GONE FOR GOOD? Imus on Al Sharpton's radio show

When it comes to bad publicity, Don Imus is far and away the winner this week. Rather, he is the big loser—in one fell swoop, the man lost his followers, his advertising, and as of yesterday, his job.

When any national personality of Imus's caliber has his ass on the line, skilled emergency crisis publicists spring into action. Insulted the entire African-American race? Your life might not be over yet—or so say our experts, Matthew Hiltzik of Freud Communications and Michael Sitrick of Sitrick and Company. Between them, these supermen have saved the careers of top politicians and multi-millionaires who've suffered rough patches. Now they've come up with a four-step action plan that might just save the tragically unhip, racially ignorant jock. Don Imus, you're in the PR/ER!

Stay away from the bright lights and microphones
Both publicists agree that it was a bad idea for Imus's wife to do a radiothon to raise money for charity the day her husband got fired. What Imus really needs is a long time-out, they say. "Less Imus would have equaled more for him in the end," says Hiltzik. "You can look at people who have had these issues and recover," says Sitrick. "But it's about how he handles himself moving forward. And he should take some time before coming out again."

Grovel until his knees hurt. Cash gifts won't hurt
After taking some time out of the spotlight, our PR experts agree that Imus needs to come back and make some big apologies in the form of cold, hard cash. "I would set up a foundation," says Sitrick. "I would send letters to each family, and say again how badly I feel." Hiltzik adds, "He has to continue to engage in philanthropic activities and reach out to the groups that were impacted by his remarks."

Saying sorry won't cut it. He has to turn it up a notch
But apologies and cash are just the first steps. The pros say Imus needs to explain how he has become "an example" of what not to do. It's that bad.

"He has to say that he is hopeful that people learn from him," advises Sitrick. "He should say, "There are lines you can't cross, and it's one thing to be outrageous, and it's another to be outrageous and cross the line. And no joke or no humor is worth the kind of pain that he has caused so many people. He's got to be contrite and humble. Saying sorry a thousand times isn't enough—it might be good for love stories, but not real life."

Hiltzik agrees. "I think the apology was appropriate, it's just a matter of assuring that you've reached out to the party that was most impacted. He now has to demonstrate remorse with actions, not words. The more words, the more you confuse the message."

If he can hang on long enough, he will rise again
There may be no CBS in Imus's future, but there will be plenty of radio outlets to turn to when this is over, and both Sitrick and Hiltzik agreed that not all is lost.

"He could go on 60 Minutes or Letterman," says Sitrick. "And use that appearance to move on. He's an enormously popular personality, and with some passage of time he can have another chance."

"He's someone who has an extended career in radio, and that's probably going to be the right forum for a comeback," says Hiltzik. "There are so many platforms, he's going to have other opportunities. Those who believe in forgiveness and that he has taken the right steps to atone will go back. Those who have been long-term friends and have seen other sides of him will go back. The people that were using the relationships with him for their personal gain will be the least likely to return."

So please, Don, don't call us. We'll call you when we're ready to talk.

Photo: Getty Images