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Search engine optimization can minimize damage from bad publicity and negative comments. Don't try to put a bandaid on the problem by buying keywords in Google AdWords and Yahoo Overture. Go to the root of the problem and fix it with tried and true SEO methods from Connors.
Forums and blogs -- even one poor review -- can all torpedo an otherwise effective outreach campaign. Ensure that the search results on your brands portray the message you envision, not that of your competitors or naysayers.
If you or your competitor have a generic name for a company or product name, those keywords should be heavily defended as they are likely to be the source of many direct sales or leads. Not everyone may be able to distinguish the two brands if a consumer is only vaguely familiar with the topic or views the products as commodities. A public relations campaign may have put you on the radar but search engine optimization locks in the hard work and investment by returning top results in the first places people are going to research -- Google, Yahoo, and MSN.
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