Is there a company or group I could hire to fight fire with fire. My Friend launched a wonderful product and is getting Trolled by his competitors. He needs help and I thought he could hire an Army to Re-Troll the Trolls.... Does that make sense? lol
Fighting fire with fire does not work.
Transparency and crystal clear information as well as professional media appearance.
Never answer emotional, use corporate language only for anything public. Maybe think about a company formation
If you have a good product theres nothing to fear, improve quality in every aspect - always act professional, focus to improve the product and communicate it to the customers on the site / social media and news outlets.
What you maybe need is a branding professional - all focus should be on the brand and improvement of this.