One of the cardinal rules of PR is to communicate with your publics. The only way to avoid the spread of misinformation, misunderstanding and negative press and public sentiment is to be proactive in your company’s use of outgoing PR.

This latest media report outlining the potential dangers of Marcellus Shale drilling highlights this point.

As the saying goes, “where there’s smoke, there’s fire.” Whether or not Marcellus Shale drilling releases uranium into the groundwater, operators need to address these concerns in a positive, proactive way.

Sitting idly and pretending that negative scientific reports about drilling activities may work in the short term. But avoiding the issue never works for long. And as misinformation grows, the reputation and perception of the natural gas industry, as a whole, sinks.