Personal Links to Public Problems

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."