Imagine you've put many years, lots of blood, sweat and tears into your own very successful company, let's call it SSung Inc, that has a generally very positive reputation.
Then one day while reading the news before getting to the office, you hear that some person went and tweeted the K-word for some or other reason. Oh, said person is a project manager at SSung Inc.
You get to work and your office is inundated with calls, emails and Facebook and Twitter messages asking what kind of people your company employs. There're talks of a boycott even.
What do you do?