Sooner or later, every brand takes a knock. A thoughtless tweet, a product recall or an HR problem that goes viral can lead to a nightmare PR scenario. In these situations, a customer community gives you a place to give your side to the community, a place for them to make their frustrations known to you directly and a place for your biggest brand advocates to speak in your defense. While these situations are always a nightmare to deal with, you're in a much better position to tackle any PR knocks if you've put in the time over the years, building strong relationships with your customers.