Web forums are the child of the old Internet bulletin board services where people can post their opinion often anonymously. Forums pose both opportunities and threats for those involved in PR. A presence in an influential forum helps build credibility for an organization as forum members recognize a company’s effort to reach out to the public. On the other hand, forums can cause major problems as a breeding ground for rumor and accusation.
Public relations personnel must continually monitor forums and respond to misguided comments posted on a web discussion board to help squelch rumors before they can catch fire.