Using Rogue Sites to Tap Into Customers’ Minds & Better Your PR

For corporations, the Internet has been as much of a PR nemesis as it has been a friend. Companies as deep-pocketed as McDonald's [MCD] and as all-American as Hewlett-Packard [HWP] have felt the power of rogue sites as well as customers who have decided to use the World Wide Web as their personal soapboxes. But for the savvy communicator - and for the well-intentioned business - scouring the Internet for a sampling of what your customers think is one of the wisest ways of kneading customer relations and related programs.