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The Web could have opened sides for businesses and people, nonetheless it has also created a public relations nightmare for businesses. Forums, belief Internet sites, sites, and whatever is publishable can smear a company's name in moments.

Remember, "Yours Is a Very Bad Hotel" demonstration that described one customer's bad experience with a hotel chain? Hotels are run by humans. Mistakes are made by humans. It's the way you handle the mistakes that could make the big difference in customer support. Since the hotel's employees didn't try to help the customer over come a negative situation, the customer lashed right back and bloggers blogged it.

If the hotel is together with its game, its crisis management would be unleashed by it (also referred to as reputation management) team to save its reputation while it could. It is feasible for a company to overcome bad PR and emerge ahead as in the case of PG&E (California's Pacific Gas and Electric company).

Yet another technique is to utilize Internet tracking to monitor on line articles regarding a company's activities to get ready for negative publicity. Some go further and monitor boards, newsgroups, and online forums.

It's such as the story of town gossip who spread false stories about its people. 1 day, he felt bad and went along to the chaplain [Rabbi, pastor, priest, or other &mdash take your pick] to require forgiveness. The chaplain said,"I can forgive you, but you must do something first."

"Take a pillow, cut it open, and spread the feathers to the winds." The man thought this was an unusual request, but it was an easy enough job, and he did it gladly. When he returned to tell the chaplain that he had completed it, the chaplain said, "Now, go and get the feathers. Your words have done than you can recollect the feathers" because you can no more make amends for the injury.

The same can occur to an organization with out a crisis management plan set up. It is possible to flourish as PG&E did and survive the crisis. Do not assume Worldcom to take out of its Enron-like mess. Fraud isn't excusable. And Martha Stewart? She has employed a public relations strategist company in an attempt to do damage control. It will be worth watching to see what happens in her case and how the PR agency attempts to save her reputation. Did you know there's a recognition on one of her products? Provides energy to the fire, doesn't it? balanced scorecard example