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Online PR Disasters: Email Rumours

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Online PR Disasters: Dealing with Email rumours

Online PR Disasters: Dealing with Email rumours

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    • 1. Online PR disasters: Email rumours By Julian Matthews, Digital Media Trainer, Trinetizen Media Sdn Bhd
    • 2. The power of an email rumour
    • 3. Hoax: Ericsson free phone offer
      • An email promising a free handphone from Swedish telco giant Ericsson
      • Those who forwarded the email to 8 friends would receive a free Ericsson T18 handphone within two weeks. If forwarded to 20 friends, senders were promised "a brand new Ericsson R320 WAP phone."
      • Reminded the recipient to send a copy to Anna.Swelund@ericsson.com of Ericsson Marketing.
    • 4.
      • Contacted Peter Bodor, PR manager of Ericsson Mobile Communications who confirmed the chain mail is hoax. No person named Anna Swelund in company.
      • The company has received about 1,000 emails, mainly from Europe, and also from the US and Asia. Did not crash its server.
      • This was not the first time Ericsson was hit by such chain letters, and that other companies like Nokia, Microsoft and Disney were similarly affected .
      • Ericsson posted a notice on its website advising people to discontinue forwarding the email and apologized for the inconvenience.
      • Link: http:// www.trinetizen.com/archive/?p =113
      Killing the rumour
    • 5. Before you send that email…
    • 6. Samsung phone easily broken?
    • 7. YouTube video taken down
    • 8. Tommy Hilfiger – a racist?
    • 9. Problems with Internet rumours
      • Difficult to identify source.
      • Can’t tell how widespread.
      • If you choose to ignore, it may go viral.
      • If you choose to fight it, it may attract more attention.
      • If partly true – “where there is smoke there is fire” – a denial may seem insincere and fan the flames.
    • 10.  
    • 11. Fighting rumours, Obama-style
      • Not born in America
      • He’s a Muslim
      • He swore on the Quran when he took oath as senator
      • Funded by foreigners
      • “ Palling around with terrorists”
    • 12. Michelle Obama Rumour
      • Ordered expensive room service lunch at the Waldorf-Astoria in New York
      • Consisted of lobsters, imported caviar from Iran and champagne racking up to a total cost of $447.39.  
      • New York Post published rumour on October 17, 2008. 
      • Four days later, retracted story: "The source must have been under the influence of a mind-altering drug."
    • 13. Politifact.com and Truth-o-meter
    • 14. Fightthesmears.com
    • 15. Fightthesmears.com
    • 16. Coca-Cola fights myths online http://www.thecoca-colacompany.com/contactus/myths_rumors/
    • 17. The Old Media World
    • 18. The New Media World Investors Customers Prospects Analysts Partners Employees Community Press MESSAGES Competitors
    • 19. Lessons: Crisis communications
      • ACT QUICKLY: Verify allegations, launch investigation, call in your experts
      • SHARE THE FACTS: Notify public , affected parties, authorities and higher ups, employees
      • SHOW YOU CARE: Accept responsibility when you are at fault
      • TELL THE TRUTH: Silence is risky. Caveat: When in doubt, leave out
      • BE PRO-ACTIVE: Monitor blogs , online video, viral emails, rogue websites. Participate!
    • 20. Julian Matthews e : [email_address] w: www.trinetizen.com b: www.trinetizen.com /blog t : twitter.com/trinetizen m: +60-12-915-9528 Contact: