Consider the number of major media sites like NYTimes.com and Huffington that use AdSense to
monetize their pages. By including contextual ads in a damage control campaign, marketers can feature
their side of the story alongside an article that's likely to be critical of the company. More
importantly, this can be done at the same speed at which the story is likely to travel.
Companies are starting to understand the core importance of integrating their paid and organic
search marketing and aligning this with their offline advertising and public relations initiatives.
Unfortunately all too often, as in the case of McDonald's, they don't envision how this extends to
responding to a crisis where the speed and convenience of the Internet translates into a surge of
interested users.
