It’s easy to underestimate the importance of getting the little things right. In public relations, crisis communications and reputation management, however, the little things can mean a lot.

As former Hewlett-Packard CEO Carly Fiorina announced her bid for President of the United States this week, a crafty detractor took advantage of a small oversight, and it turned into a big embarrassment.

At, voters see a slick website that lays out a portrait of the first woman to lead a Fortune 50 company. The campaign touts her record of success and business, governmental and nonprofit accomplishments.


At, however, the story is different. An anonymous poster tells visitors that Fiorina’s campaign failed to register the domain, and uses the page to illustrate the number of people laid off at Hewlett Packard while she was at the helm.

Registering a domain name is very simple. It is neither expensive nor time consuming. But in today’s online world, it is absolutely critical for companies, campaigns and organizations to own the domains that could be associated with their brands.

As more and more top-level domains become available, ensuring you control your own image will become even more critical. That’s why detail-oriented public relations is so important.

Finding a firm that knows how to protect your reputation and has the tools to do it pays great dividends. With smart, strategic communicators in your corner, you can avoid so many of the pitfalls that cause crises in the first place.