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ENGAGE CRITICS Create a blog so you can strike back quickly. Establish ground rules, and filter nasty, anonymous comments. |
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BE VIGILANT Hire a team of media experts to troll for bad news, rumors, and trends. Know what influencers are saying about you at all times. |
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JUMP IN AND OPEN UP Address anything that could turn into a bonfire immediately. Replace "no comment" with transparency, candor, and humility. |
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DON'T OVEREACT Let tiny spasms of venom go. They'll disappear under the relentless pileup of new information. |
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STAY PROFESSIONAL Respond to personal attacks for strategic reasons, not psychological ones. Don’t use the Web for therapy. |
Tip Sheet: Managing the Menace of Online Mobs
How to avert a public-relations disaster on the Web
By Michelle Conlin