Defensive Web sites let supporters tell your story, even if you
have to help them along. "In order for defense sites to be most
effective they shouldn't be formulated as denials by the accused.
Instead, they are effective when they are perceived to be created
by a third party with no stakeholder relationship to the accused,"
says Richard Laermer, CEO of RLM PR and a contributing editor to PR
NEWS. "People are much more likely to believe an impartial
grassroots movement than a corporate affidavit stating
innocence."
Where to find such an impartial grassroots movement? Make one,
of course. "The ideal situation is obviously if people start
rallying around your cause voluntarily," Laermer says. "But the
great thing about the Net is that appearances count for everything.
The 'grassroots movement' might be just two madmen with too much
time on their hands. Once they've got their site up (with help and
tools discreetly shuffled their way by the 'defendant'), momentum
is your friend." The site may take on a life of its own, and if
not, it's permissible to give it a little push. "Through discreet
PR coaching to our hypothetical friends, 'the madmen,' you might
gain serious support for your cause," Laermer says. Keep your
support discreet, and no one need be the wiser.