“If there is an element of truth in the attacks on an organization, going head-to-head with your opponents could provoke an ongoing dispute that will bring out all the gory details.”
“Counterpunching begins to make sense when your attackers
have a vested interest in not coming to terms.”
He lists many dos and don’ts:
Use verifiable, unequivocal facts.
Use credible and disinterested experts as sources and spokespeople.
Use supportive employees to tell your story. Screen them carefully,
then trust them (don’t script them).
Use legitimate market research studies from credible well-known
Monitor the media for attacks so you can respond in the same
There are many more. Worth reading the entire article.