Online Public Relations Thoughts

This article raises an interesting question. With computer response becoming faster, the marketplace is moving toward zero latency -- instant response to events. What the article does not discuss is zero latency with respect to company reputation. How does a company protect itself instantly from rumor, innuendo and outright falsehoods? How does a company respond instantly to a crisis? The speed of the internet is so great that even an hour or two is too much anymore to stop damaging information from spreading globally. Zero latency might have advantages for marketing, but it also has disadvantages that PR practitioners, especially, need to understand.