document: Quick media response averts PR disaster Sometimes it 's not what you do , but how you do it . After hackers broke the blocking code on the home version of its popular Cyber Patrol Internet filtering software and posted it on the Internet , marketers at Microsystems Software pulled out a playbook of standard crisis management and PR techniques . But the Cyber Patrol PR team including outside PR counsel and the company 's outside law firm , used those tools aggressively in order to turn the tide of public and media opinion away from the hackers , who initially were hailed as folk heroes , and in favor of the company 's interests , to save the product 's and the company 's reputations and inherent value . And the entire team managed to move at Internet speed : The crisis was essentially over in about three weeks
doc_bio_tags: O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I I I I O O O O O O O O O B I O O O O O O B I O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O
extractive_keyphrases: media response cyber patrol internet filtering software microsystems software crisis management
abstractive_keyphrases: public relations