Everybody in the public eye gets their share of attacks, whether it's in the media, in letters to the editor or on radio talk shows.
With the explosion of social media and blogs, it's a lot more likely that you'll be dealing with attacks coming from unexpected places: a Facebook feed, a Twitter account, a comment on a blog.
Some public figures and celebrities are responding to these comments, either to (a) correct the record, (b) engage in a debate or (c) go to court.
The same principles of libel, slander and invasion of privacy apply to statements published on the internet.
But there are important differences from a PR standpoint rather than a legal view.
1) Will Responding Elevate the Obscure?
Often, it may be best to ignore a blog that three people reads, because having a Hollywood actor or U.S. senator go after it will only publicize what you don't want people to hear -- and elevate whoever said it.
Ask yourself: Do you really want to give this person their 15 minutes of fame?
2) Are You Smashing Ants with A Sledgehammer?
Going to court is the last resort when you're dealing with a newspaper, TV station or mainstream blog.
Even if you have a good case for filing a lawsuit for libel or invasion of privacy, there's a big downside to going after what Joe Sixpack said on the internet, no matter how stupid, wrong or damaging it may be.
The press and public may see it as David vs. Goliath, with Joe Sixpack getting crushed by somebody rich and / or famous. Other people might say similar things, daring you to pull out your sledgehammer to go after hundreds -- or thousands -- of ants.
3) Sometimes, You Have to Act
Incredibly damaging lies and attacks do need to be addressed. You can't always stay above the fray if somebody is, say, releasing your child's medical records online, or circulating lies that are definitely affecting your livelihood and future.
The one time that public figures should definitely respond to online attacks is when there's a threat of violence.
There will be some public figures who will want to talk to the press about such threats, to publicly denounce them and say they won't be cowed. This kind of bravado is not smart. It gives the person what they want -- attention.
Report serious threats to the police.
Related links: