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.

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

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

Before you send that email…

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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.

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”

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."

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!

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: