#5 Get prepared for “war” Find sympathic third parties. Force Multipliers: You certainly have in-house experts but in the case of a crisis they’ll be the last people consumers will trust. Develop a network of independent third parties willing to take your side. Bloggers, journalists, and forum administrators can help you maintain a positive or (at least) neutral position. You may not have as many diehard enthusiasts like Harley Davidson, but if you provide reasonable arguments, you might find some. Develop long-term relationships with a small number of well-targeted bloggers chosen with an online influencer mapping.