It's one thing to quickly react on a soon-to-be PR disaster and bust your chops to quiet everyone. It's quite another to talk with people and feel their pain as if it were your own. There are fundamental differences between these two postures. Wanna guess which one delivers the best results?
Marketing is made of subtleties, but in case you're more of a straight to the point person, here's something directly for you:
Ignoring is not an option.