As a PR pro, we used to tell people to get ahead of various online controversies by making statements that refute them. It turns out this is the absolute worst way to respond to criticism or correct errors of any kind. Social media has made this worse. When you respond, it kick-starts issues again.

24/7 news cycles NEED constant statements and counter statements. Every. Single. Tweet. And. Post. Can then become a “story.” And every response to every post another “story”! It’s a banger of a wi...