What kind of media campaign should Goldman Sachs (NYSE: GS) embrace? Some at the troubled firm think that Lloyd Blankfein (Lloyd Blankfein news) ought to go on Oprah. New York magazine even offers a picture of Blankfein's face on Tom Cruise's body, jumping up and down on her couch. That's likely not going to happen.

But it's no secret that Goldman Sachs has been pondering what sort of PR moves make the most sense right now. It appears that executives are now willing to talk about this. One, according to media reports, has acknowledged that the firm's image has "gone retail," given the high-profile hearings and negative press. But while they are reaching out to customers, we still have to wonder what exactly is the firm doing to combat public perceptions.

Executives are apparently thinking about a new image campaign, and would like to get CEO Lloyd Blankfein on TV more (which might not be a great idea). The bank may be waiting for the right moment. A change at the top, fairly or not, is likely coming. And that might be the right moment to launch "a clean break with the past" effort.

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