I spoke at SphinnCon Israel on Sunday about Reputation Management – specifically on how to manage control the noise once the rumors are flying. I wanted to keep the subject focused (we only had 8 minutes to speak) so I didn’t mention one more important aspect – you can get positive noise out there to combat the negative. It doesn’t even have to be related to the actual incident, just make sure it’s about your company or brand and is current and relevant.