Transcript: Steve Rubel’s Washington Post Chat

Here ’tis.

Steve was asked several Wal-Mart-related questions, but we’re done with that topic (we hope). The most interesting exchange to us:

I often hear the argument that responding to grumbling bloggers lends more credibility to their message (usually from our legal department). Is there a rule of thumb about when to engage online detractors (i.e., show them that we’re listening) and when it’s best to leave something alone?

Steve’s response:

There’s a point in time when you need to act. The trick is to act just before it’s too late, but not too soon. It’s an art. There’s no rule of thumb, but this is why we need tools that help us map the speed of a “meme” or issue.

We suspect a lot of communicators on the corporate side can identify with the questioner’s dilemma — resistance from legal.

Steve’s answer is correct — it’s case by case — but we’re sure that does little to ease the questioner’s pain.

Frankly, this is one of those situations where it helps to have experienced public relations counsel by your side.

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