Seconds after one of Jai Manselle's NBA clients accidentally tweeted out classified information about negotiations to end last fall's lockout it was already too late to delete the 140-character message."It was immediately reblogged, screenshot, retweeted and disseminated heavily," said Manselle, a public relations specialist whose firm represents clients ranging from the American Red Cross to Sean Combs.
The people who handle public relations for high-profile clients know it's not a matter of if, but a question of when a celebrity, athlete or politician will get himself or herself in trouble for something they post on Twitter. The top P.R. firms are actively implementing strategies to make sure their best-known clients don't turn today's tweet into tomorrow's headline. That can range from simple and frequent reminders ("never tweet while intoxicated") to taking complete control of a client's Twitter account.
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