John Cass has an interesting post regarding the issue of negative publicity on the Internet.
In particular he looks at the fact that now you can quickly and easily (through web sites, weblogs and RSS) provide your own version of events. Then, if or when a crisis or negative issue arises, people have a ready source of information reflecting your views.
I think one of the major reasons that the Internet and weblogs provide such a valuable PR avenue is that you can reach your audience directly and to paraphrase the Cluetrain, build conversations with them. If you can successfully cultivate that relationship with your audience, then you will be in a much stronger position should an issue or negative comments from a third party arise in the future.
Prevention is far better (and more profitable) than cure.
“I think that just as people can throw mud at you, you don’t have to wait for more. Companies that react quickly to bad publicity and crisis communications can mitigate such bad postings.”
Murphy's Law 