Managing Negative PR Step 1

First, weigh your response.

Don’t hide. In most cases, a failure to react will only validate the criticisms, so an appropriate response is usually advisable. Yet there are exceptions. If the accusation isn’t credible (a rumor or Internet troll), there’s no need to dignify it. In a high-stakes situation in which the facts aren’t yet clear, respond by saying so, and pledge to get to the truth as quickly as possible.