The PR world is agog over the YouTube video posted a few days ago.  I have read no fewer than four articles today on that topic.  An earlier blog (probably appears next) highlights an article you might want to read, which debates whether and how a marketer should address an on-line reputation crisis.  This article claims to have the answer.  If nothing else, it’s worth saving for future reference when you face a media crisis of your own.  I especially like the term “Twitterstorm.”

Click on the headline to access the entire article.

How to Weather a Twitterstorm

Six Tips for Future Amazons and Domino's

By

Published: April 14, 2009

“NEW YORK (AdAge.com) -- Motrin Moms. "Dove Onslaught(er)." Thanks to Twitter, Facebook and YouTube, all sorts of new critics and activists are finding their voices amplified online. So what's a marketer to do when an online firestorm erupts?

“The two most recent case studies are Amazon -- which spent the better part of Sunday and Monday as the target of a "Twitterstorm," as thousands of titles, many of them gay- and lesbian-themed, disappeared from its all-important sales-ranking system -- and Domino's, whose public-relations problem lies in a YouTube video showing two employees defacing a yet-to-be-delivered sandwich.

"Credibility is the currency of the 'new normal,'" said Steve Cody, managing partner and co-founder of Peppercom. "Tell me what happened yourself. Don't allow me to hear it from others. If I do, I'll lose my faith and trust in you. And, in an era when faith and trust has been tested to the breaking points, brands like Amazon and Domino's need to be a whole lot smarter and a whole lot swifter."

“Here, six tips for if -- or when -- it happens to your brand.”