Take control of your brand before the crowd does. Don't react, respond.

What to say, when to say it and when to keep quiet starts with a sound plan. The art is being able to read the pulse and then effectively manage the chaos. Bloggers include reporters and authorities in many fields of study, don't underestimate their credibility influence with the press and consumers. Plan for engaging with the crowd (newsgroups, forums, wikis) and take control of the situation. Link back to the organization's press release, blogs and/or website.

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