A recent announcement by Google provides another way for PR people to help clients tell their side of the story when a company is part of a negative or controversial story.  Google is now inviting people and companies who appear in news articles on Google News to provide commentary to provide comments and further context to the news stories. 

This has already been used by McDonald's who was asked to weigh in on a recent study from Stanford showing preschoolers liked carrot sticks better if they were served in McDonald’s wrappers than non-branded ones.  The company’s VP of communications posted a 500+ word statement on Google News saying McDonald's is now offering milk, fruit and vegetables to its customers too.  

Obviously as professionals who help companies develop key messages that resonate with stakeholders, this provides the industry with a new way to ensure client comments are front and center when needed to offer another side of a story to consumers.  This is definitely something to keep an eye on and alert clients about this opportunity when necessary.  The NY Times provides a great report on the announcement here.