The ongoing debate about complaints and dissatisfied clients raises the issue of bad publicity and how to deal with it. Given that there are a number of websites that collect complaints and achieve Google rankings, is there anything a firm can do?From the point of view of marketing management and websites, the answer is: not much. Trying to get the offending material removed will cost money and often amounts to a pyrrhic victory – if it can be achieved at all.

Taken in a wider context, the internet is only providing a convenient place for people’s grievances to be aired. Those people who are dissatisfied, whether they voice their feelings online or not, will tell others anyway and there’s no way to stop word of mouth. Or is there? Isn’t that what PR is for?

While considering the implications of complaint websites and the wider PR issue of how to deal with bad news affecting a firm, I called a friend who is a public relations specialist in brand protection and media, Rob Shimmin.

Several ideas emerged from our discussion. If your firm is suddenly the focus of high-profile media attention, get professional help immediately. Crisis PR, like legal work, is worth every penny if you get help early.

In a less pressing situation that nevertheless demands a response, think through what your firm actually stands for, the benefits of the services it provides and (where possible) two or three examples of satisfied clients. Work towards having more positive messages about your firm than negative ones.

Also bear in mind that information also needs to be disseminated within the firm when such issues arise. It’s worth providing an internal memo that informs everyone of the position and the firm’s response. That way everyone knows what to say if they’re asked.

If you find your firm listed on a complaints website, it’s only a disaster if that’s the only message out there about your firm.