On December 2, LeBron James will return to Cleveland when his new team, the Miami Heat, plays his former team, the Cleveland Cavaliers.

LeBron’s handling of his departure left many Cleveland fans bitter. This video, created by a Virginia Marti College of Art and Design student, captures how many Clevelanders feel, as evidenced by its huge popularity on YouTube (more than 3 million views as of today).

So what can we expect when our former favorite son comes home? And can we turn this event into a positive public relations experience for Cleveland?

Here’s what a panel of public relations experts had to say on this topic at this morning’s NOCA (Northeast Ohio Communications Advocates) Forum meeting at the Cleveland Plain Dealer, and some observations from this marketing strategist.

It can happen out of the blue, through a lucky coincidence, or because you’ve done something noteworthy to capture the attention of a reporter or news editor. Without much time to prepare, you could find yourself in the media spotlight. Positive media coverage can be an important part of a smart marketing strategy. Here’s how to capitalize on your close-up and achieve success when a media opportunity comes your way.