"One way or another Time Warner still needs to address the concerns generated by the modified language," it said.
Sitrick, the PR pooh-bah, doesn't count Time Warner Cable among his clients. But he says all companies have to stay atop of what appears about them online.
"You have to be increasingly vigilant," Sitrick said. "And if you can, you have to respond blog by blog."
That's a tall order for many companies. Those with deep pockets can hire professional crisis managers. Others have to do the legwork themselves -- a time-consuming and often impossible task for businesses lacking the resources for cyber spin control.
Unfortunately, Sitrick said, bogus info can circulate for years on the Web, reemerging any time someone does a Google search.
"It can get a life of its own," he said. "You want to get in front of it before the snowball causes an avalanche."
By week's end, Time Warner Cable had started spreading the word online that the reports of its contract changes were untrue.
The company seems to have dodged an avalanche. But it'll take time to shake off all the snow.
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David Lazarus' column runs Wednesdays and Sundays.
Send your tips or feedback to david.lazarus@latimes.com.
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