On the Internet, rumors, misinformation, leaks, smear campaigns, rogue Web sites, and other high-profile postings are epidemic. Companies and the issues that affect them are being publicly discussed by more than 30 million people worldwide. There are, however, no editors in cyberspace. Communication is direct, unfiltered, and fast. The initial reaction to an adverse situation on the Internet is panic, fear, and a strong desire to shut them down. The reality is that these situations are opportunities for companies to publicly demonstrate their character by resolving customer problems that may have gone unresolved or getting their side of the story across in a way that was not possible before. There are two points of origination for Internet crises. Mrs. Fields Cookies was once falsely rumored on Hard Copy and CNN to have supplied free cookies to O.J. Simpson's criminal trial victory party. Within eight minutes of the Hard Copy broadcast, a boycott of the company was being...

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