Headline risk:
The risk associated with something or someone that has the potential to generate an excessive amount of negative publicity.
Backgrounder:
The real risk involved in headline risk isn’t the initial negative publicity, but how the subject ? usually a company or a politician ? handles that publicity. Lying about it, trying to cover it up, or generally just appearing defensive and shifty, will activate the media’s sensitive scandal antennae. The result will be stories with a negative slant or, worse, fresh revelations of wrongdoing; in short, more negative headlines. That is headline risk.
Swell, one more thing to worry about on deadline.