A recent article in The Delaney Report highlighted the fact that PR is becoming more important than ever, given the current economic and regulatory climate. Online conversations regarding a company or brand can be started by virtually any interested party through social media, blogs and consumer-generated content. A strong PR strategy can reduce negative exposure and maintain brand identity. 

As the article points out, criticisms can come from almost any source these days. Shareholders, consumers, analysts, regulators or the media can highlight one negative experience and quickly turn it into a crisis. It is public relations' job to monitor the online "conversation" and offer informed perspective on a negative event or criticism, while encouraging the growth of positive stories. 

With public trust in corporations currently low, it is more important than ever to monitor your online brand reputation (see article two). Catching the ember of a potential conflagration and responding appropriately prior to it catching fire is paramount. 

Once you have identified a possible emerging crisis, a swift and credible response is crucial. The old days of spin are over. Stakeholders are looking for prompt, truthful responses to criticisms, and that is where professional PR can make a huge difference. The response may be in the form of a mea culpa, or it could be that there was a simple misunderstanding. However the response is framed, it must strike at the heart of the matter to quell continued growth. 

Answering concerns and questions immediately instead of spending days crafting responses is the key to damping online fires before they gather energy. This timely response requires knowledge of the company, the industry, and the potential problem that only a dedicated professional who is intimately involved can possess.