Knowing when you’re under attack may seem obvious at first thought. The truth, however, is that any business or organization can come under attack for even innocuous reasons. The Information Age has made damning allegations that much more convenient to make, and these attacks most often have an online component–the Internet being the main medium of criticism. Individuals, small businesses and organizations are not as immune as they once were.  

Here are five clues that will tell you whether your organization is facing more than normal criticism:

1.  A medium–usually a Web site–appears to target your organization and its actions
2. An organization forms to target your organization and its actions
3. Attackers go to the news media first–dialogue is absent, in other words
4. Reporters knock (if you’re lucky) rather than call
5. You did something wrong

Just one of these in and of itself may not represent a true attack (e.g., a disgruntled employee whining to the press or the existence of McDonaldsSucks.com). Two or more means crisis communications principles and practices should be quickly invoked.

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