Many different types of information can be used to respond to a threat to a company’s brand or reputation. What is necessary will depend on the specific issue (or issues) at hand. For example, if a competitor is infringing on your company’s brand, then your company will need to be able to prove that its claim to exclusivity is valid. If the news media are running with an incomplete story, then you will need concrete facts to adjust the narrative and win back your company’s favorable public perception.