Seth Godin's post on The Irresistible Story is something brands must remember in today's age. People will write about you, good/bad. Their information can be based on facts or the lack thereof. One of the things a pastor or church need to do is deal with the questions or issues at hand.
I have to agree with Seth,
The real answer is simple: be transparent, do good work, answer your legitimate critics in the same forum or through your actions.
Two other recent blogs have hit this head on:
FutureAG Blog - dealing with issues that have been "kept quite" for a denomination
And Mark Batterson's Blog entry on The Elephant in the Room
Open Source Branding should be just that. Answer the questions and provide the information.
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