…And Tactics

The study reinforces the need for companies to listen carefully to Web site visitors' queries and be prepared to provide accurate information about their operations.
Communication executives should also study what certain companies have done to combat misinformation in the media. Leslie Gaines-Ross, chief knowledge & research officer at
Burson-Marsteller, points to Coca-Cola's "Myths & Rumors" and the U.S. Postal Service's "Setting the Record Straight" links on their Web sites as two corporate examples of
"not just letting people read what they read in the local paper." She adds: "In an age of disclosure it's common sense to provide alternative points of view and be more
transparent, especially when e-fluencers are reading your site."