Rightly or wrongly, Brian Williams will now undergo a trial by fire in the social media that may be even more damaging than the negative press.

And the pity is, it could have been avoided.

As press agents have been telling their wayward celebrity clients since David offed Uriah: “get out in front of the story.” Had Williams been the one to first tell the world of his “mis-remembering”, the issue would by now have been long forgotten, and his career unendangered.

Confession is not only good for the soul, but – for the celebrated – it’s good PR, provided of course that it’s preemptive, not reactive.

Williams also denied NBC News the opportunity to get out in front of an issue which damages its journalistic integrity just as much his own. Will NBC scramble its forces to back him up, or just throw him under the truck?

Stay tuned.

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