A recent New York Times article reported that the swap of Sgt. Bowe Bergdahl with Taliban prisoners last year influenced negotiations with Cuba as the U.S. worked out a new relationship with that country. The Cuba talks involved prisoners on each side, too, and the Obama administration didn’t want to repeat the missteps that had resulted in a political fiasco over Bergdahl.

The story was interesting for the point it stated (That the Bergdahl situation influenced government policy) and for what discerning readers could infer: That Bergdahl’s story, while a big deal at the time, is now a PR blip. When was the last time you thought about Bowe Bergdahl and the effect his repatriation had on America’s status? Unless you are a government negotiator, it hasn’t been lately. Google Trends shows that in April 2014, Bergdahl ranked a lowly 1 on the interest chart. In June, the month after he was released to the U.S., he ranked a 100. In August Bergdahl searches were down to a 4 and by November, back to a 2.

That’s a good lesson for PR pros and their clients – it may be bad today, but most people won’t remember it tomorrow. There are exceptions, such as acts of violence that forever tarnish the places where the violence happened, but for the most part tough stories just recede, like Bowe Bergdahl.

That doesn’t mean you don’t have to address the crisis at the time it happens. You must answer questions, devise solutions, and methodically spread the word about what you are doing right. But also remind yourself not to succumb to those who inevitably think the worst will last forever. Take the long view and live to celebrate the good things that will happen not too far in the future.