It is never a wise idea to have knee-jerk reactions in reputation management. Every brand works according to a plan when it comes to brand management and positioning. Every aspect of the business is meticulously planned in advance. Online reputation management teams can jeopardize carefully laid-out plans if they make an error.
Reacting to situations is risky in this way. There will be posts and comments that may shoot you through the roof. Such content is written with the intent to provoke. Responsible reputation management service units never fall for this kind of trap.
The ideal way to respond to bad press is to exercise caution. The reputation management team must measure out their strategy before taking a step. Online reputation management agents have to follow the strategy without deviating from it. Words can be misconstrued or tweaked out of proportion.
Whatever is published online has to be done with the express permission of the reputation management service editorial board. That will bring about some much needed consistency in the brand management work. There is every chance that you will make matters worse when you react without thinking it through.