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Everyone knows the Internet is the ultimate breeding ground for the proliferation of rumors, lies, smear campaigns and toxic gossip. Can a PR professional do anything to stomp out such happenings before they create serious damage?
The opinion among our three PR experts is split. Eric Cravey believes the Net can be tamed. "Yes there is a way to manage Internet-based crises," he says. "I like to call it circular thinking. If PR practitioners have developed multi-media tactics that will reach every target audience involved with these challenges when they arise, that organization should be able to manage, if not squelch, the negative comments. Of course, such tactics require large budgets and should include such tactics as a Web site, community involvement programs, and outdoor, print and broadcast media advertising to get your message out."
However, Eshe Glover questions whether one can truly eliminate all of the Net-based malevolence. "Because of the uncontrollable nature of the Internet, there isn't a way for a PR professional to destroy the Net-based inflammation of a crisis," says Glover. "As soon as one flame is extinguished, another will undoubtedly flare. There is the potential to manage the inflammation of a crisis but it must be done tactically. Which blogs, Web sites and message boards are generally credible? Which are often patronized by those that support your company? Which are often patronized by those that oppose your company? Once you've identified the avenues, post replies, alert your key audiences to the situation and provide a response and post messages on your Web site to counter the falsehoods circulating."
David Pendery echoes Glover's opinion. "It's impossible to respond to, or even find, every negative and/or false bit of information on the Internet," he says. "There are just too many ways for people to distribute unverified information. These days, you have some 80,000 blogs created every day. You have people starting Web sites like (insertcompanynamehere)sucks.com. Reacting to every falsehood out there just draws attention to them--and away from your company message. I think the best way to combat the phenomenon is to be sure that your company is communicating consistently across all media channels and that the message you put out is truly reflective of the company."
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