In the twenty-first century, public relations practitioners should pay special attention to the Web. If a PR specialist is confronted by negative blogging on a Web site not controlled by the organization, he or she should

a. totally ignore it
b. post a counter-argument on the blogger's Web site using an assumed name
c. post a carefully thought out and worded response on the blogger's Web site identifying the posting as coming from the organization
d. call lots of friendly bloggers and others who think highly of the organization and ask them to put something positive in other blogs
e. create their own blog and "join the fray"

C