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It depends from the rumors, if the rumor is negative the best things to do is not repeat the rumor, so be carefull when you start a social campaign to not emphasize the rumors, never never repat
For the second question it depends from the size of the company and from the rumors.
Best way is to reply and attend to it with the actual facts. The best channel would be the medium via the rumor which has been posted
There are a myriad of channels to choose from in which to dispel a rumour, or confirm it: media and social media both. Activate a channel for positivity about your operations and actions. Invite in a press person and show them what you do.
I agree with the former answer .. Thanks..,,
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