And let go of the out dated attitude of control, or the idea of controlling a message. You have no control over how the world will "tag" you or your company. The only place you have control is with yourself, and that means that you are consistent in the things that you say, the things that you converse with the world.
This goes back to something I said in Global PR Blog Week 1.0:
Our single most important contribution may have been to shift our industry from the idea of controlling the message and manipulating public opinion to that of presenting the message and cultivating public opinion. This change of metaphor is crucial to successful public relations in a world of increasing transparency. Those who fail to make transparency their friend will find it a formidable enemy. We offer readers many ideas on how to make transparency their friend.