Tenfour and PR-firm partner Waggener Edstrom say they make no money on the beerfest.

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"You have to act like a leader, " says Torod Neptune, crisis management leader at tech-focused PR firm Waggener Edstrom.

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"You'll never please everybody, " says Torod Neptune, crisis management leader at Waggener Edstrom.

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Influencer discovery platform Little Bird, digital solutions company Tater Tot Designs and multiservice communications agency Waggener Edstrom Worldwide.

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"The potential for brand damage is really high, "says Frank Shaw, executive vice president at Microsoft's main public relations firm, Waggener Edstrom.

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And tech companies may be especially prone to those backlashes: Not only are tech customers particularly Web savvy, but the tech industry itself frequently sails into uncharted and--from a PR perspective--dangerous waters, says Waggener Edstrom's Neptune.

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