1.) Write a guest editorial. While it may be a little difficult to get the guest editorial/opposite editorial (or "op-ed") published, (especially in a large magazine or newspaper) it is definitely worth the effort to try. An op-ed is usually a place or section of a newspaper or magazine that allows others to submit some writing of their own. Often times the paper or magazine accepts responses to their articles (which may be printed elsewhere in the publication, such as Letters to the Editor), but most publications may require that what is submitted for an Op-Ed not be a response to another article but rather original and value-adding. As the PR person, you will often be writing for another executive or member of the company; as such, make sure you interview them so that the editorial you submit captures their voice and addresses all of the points they wanted addressed. Remember that this is a representation of you, the executive, and your professionalism; write well and never plagiarize. Your reputation and that of the executive you may be representing are on the line.

2.) Respond online. Getting involved online can be a great thing for your company, so long as you do it well. Many of your customers participate in forums, comment on blogs, and even write their own blogs. As a result, you have a great opportunity to respond, interact, and communicate with the consumers themselves. Say, for example, a comment is made about a product and has to do with supply shortages. You can reply and satiate a customer who may start an uproar online, resulting in lost sales. Spetner, Amers, and Aronson, the authors of "The Public Relations Writer's Handbook", write, "

"Even the most obscure blog may be linked to hundreds or thousands of other sites and may receive thousands of Web views daily. On the positive side, this phenomenon has led to viral marketing and using the Web to create word-of-mouth recommendations for a product or service. The downside of this development is the way that a single negative comment can become an epidemic of misinformation that is destructive to a client's carefully created brand image." (Pg. 252-253)

3.) Write a letter to the editor. This is an easy and frequently used method of responding to negative or incorrect information, but they can also be a letter of congratulations or praise for a well done article. For letters in relation to the first reason, there are a few reasons you would write an editor. They can include:

1. A published mistake, such as a misspelled name, incorrect date, or other small detail. Regardless of how small, the mistake can be damaging.
2. Corrections that serve as a publicity tool, which can include a correction that is written well and positively to help promote the product or company.
3. In response to a reporter's opinion or conclusions, which can be damaging to a company's image. Rather than being irrational, emotional, and harsh, simply write to let the reporter know that the way the story was presented was not ideal. This is simply used to make the reporter aware of your disappointment and perhaps result in a follow-up article.
4. A letter to point out an omission. This can include a list of stores in an area that your client resides but was omitted. This is simply to make a reporter or blogger aware of your presence, not to scold them.

Lastly, consider when to not send a letter to an editor, such as bad news that is accurately reported; this could only enhance the negative news and further damage your or your client's image. Remember too that emails and faxes can be written to bloggers and online publications when wanting to respond to negative or incorrect information, but there are often places where comments can be left as a response.

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Knowing when to respond can be somewhat difficult, and there are many places for error and mistakes. But, without trying to do the right thing you may never know when is best to respond for your company and the market in which you do business. Trial and error and help to make you smarter and wiser on when to respond, but that's not to say that you should disregard the errors and victories that other similar companies have made. That's one of the benefits of being a newcomer in a market or industry. Have good intentions, never lie, and try not to lay blame on reporter or consumers for saying something negative or incorrect; instead, offer why they may have been wrong in a polite and professional manner. Being involved can improve your company's image, but offering solutions to complaints can do even more. To start getting involved start monitoring things like newspapers, magazines, and the blogosphere; this can greatly increase your chances of avoiding a crisis.