First, spot a blogger who finds a relatively minor, non-critical bug in your web site. Second, make sure some of your staff insult him personally and call him a liar, and make sure they do so from their office computers (read the comments on that first link). Third, have your PR department make a statement that bloggers are idiots and lunatics. Fourth… profit?
Ryanair seems like one place left in this world where PR men still enjoy their three-martini lunch!