Online PR Disasters: Email Rumours


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Online PR Disasters: Dealing with Email rumours

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  • Online PR Disasters: Email Rumours

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