How to Keep Complaints from Spreading

After null Airlines baggage handlers damaged Dave Carroll's guitar, he spent months fruitlessly seeking compensation. Then he created a music video about the experience and posted it on YouTube. Within three days United Breaks Guitars had been viewed by 1.5 million people, many of whom chimed in with their own grievances. United's stock plunged, with many observers attributing the drop in part to the PR debacle.This incident and others like it...