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Online PR Disasters: Email Rumours
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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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Online PR Disasters: Email Rumours Online PR Disasters: Email Rumours Presentation Transcript

  • Online PR disasters: Email rumours By Julian Matthews, Digital Media Trainer, Trinetizen Media Sdn Bhd
  • The power of an email rumour
  • 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.
    • 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
  • Before you send that email…
  • Samsung phone easily broken?
  • YouTube video taken down
  • Tommy Hilfiger – a racist?
  • 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.
  •  
  • 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”
  • 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."
  • Politifact.com and Truth-o-meter
  • Fightthesmears.com
  • Fightthesmears.com
  • Coca-Cola fights myths online http://www.thecoca-colacompany.com/contactus/myths_rumors/
  • The Old Media World
  • The New Media World Investors Customers Prospects Analysts Partners Employees Community Press MESSAGES Competitors
  • 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!
  • Julian Matthews e : [email_address] w: www.trinetizen.com b: www.trinetizen.com /blog t : twitter.com/trinetizen m: +60-12-915-9528 Contact: