Social Icing - Sometimes the internet does not play nice, but a knowledgeable PR  firm can navigate clients into the right direction if faced with a  fierce competitor. And, a solid PR foundation is anchored by crisis  management – and every company should be equipped with a solid public  relations action plan should a potentially damaging situation arise.  
Take for example the recent PR scandal surrounding Facebook. 
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Facebook doesn't 'like' Google: A Modern Lesson in PR Nightmare Management