For recognizable Fortune 500 companies, one misstep can be the juiciest news story repeated each hour on a cable news channel. Even if the information is proven inaccurate or exaggerated, the damage has already been done. These large-scale moments of crisis management are examples of why a company must ensure its message is being presented in a factual, positive way.

Smaller companies, many of which may not be recognized by the public because they are more business-to-business driven, also have to protect their brand. In the digital age of viral videos and online forums, public perception is a cumbersome marketing factor. A good content strategy will dedicate resources to craft messages from the company and attempt to control outside content about the company.

If the information is less of an error and more unsubstantiated rumors, it is a fine line if a company should fire back. Is the target worth the effort? How much credibility does this blogger have or how damaging is the information? Would drawing attention to the post only make the “bad press” worse? It is also important not to be seen as bashing a competitor or arguing with a disgruntled customer. The blogger may not have any malicious intent, but a traditional media editor will not address the mistake, so it falls to the victimized company to ask for the correction.

The process of correcting a third party’s misinformation is precarious. The first step is so obvious it is often over looked. Ask the forum owner or blogger in a polite, but direct way, to either adjust the material or take it down entirely. If the content is not removed, it is appropriate for a representative of the business, identified in the response, to comment with a positive message disputing the untrue claims.

Posting directly to the original online source might best be handled by a public relations staff or an outside agency. The message should focus on correcting what is wrong, not winning an argument or using the moment as a chance for a product pitch. Although offering a link to your website or a landing page would help engaged readers to seek out more information.

Correcting one case of “bad” messaging is just a short-term fix. In the long term, posting to outside blogs is another avenue to share your company’s broader message. There could be a consistent misperception about your industry, like an assumption that any additives in cosmetic or food products are harmful. Taking the time to change this misconception will push your company to be seen as a thought leader and trusted source.