Globe and Mail today talking about how the Internet can cut both ways for brand management and discusses how public relations can mitigate issues:
First, actively monitor the messages out there. It is an extension of something marketing experts have been advising for years: Listen.
Second, use the observed ideas and messages to inform your continuing marketing and communications plan and actions. You can react indirectly to negative or incorrect messaging.
Third, be careful about where, how, and when you take action. Consider the size and reach of these online forums.
There are still many companies out there who believe they control the medium and message. They are wrong. Any free blog, online video or social networking site can make the citizens’ voices louder than any billion dollar TV spot.