But the current controversy embroiling Phorm's new ad-serving system is not going to be solved through hiring more PR agencies.
The battleground to shape public opinion has shifted online, and the naivety of Phorm's early online response has arguably fuelled public anger.
As over 40 comments from the public left on my blog this week attest, the Phorm PR team have made basic errors.
The majority of Phorm's online responses have not been left by named individuals but behind the moniker of the 'Phorm Tech Team'. This has been exposed as being the Phorm PR Team.
The second key error was the failure to engage in real conversations with Phorm's biggest detractors. Instead an instant rebuttal using what were viewed as 'cut and paste' answers from a Q&A did little to convince its opponents that Phorm was really listening.
Daljit Bhurji, PR & social media consultant, UnderStrictEmbargo.com