WorldCom may be a bad example of how to run a company, but it's doing a good job of reputation management, according to Idil Cakim of the Burson-Marsteller PR firm. "WorldCom is a good example of how crisis could be managed, or at least the public could be answered, via the Internet," Cakim said, praising the web site which WorldCom has created to share information with the public about its bankruptcy. B-M advises companies to make sure that their web sites offer a section about their CEOs, "a key figure in building and fostering a company's image and reputation." They offer several tips to "help CEOs win public favor and establish trust through the Web."