How to respond to a 'digital assassination'


Panelists at the IABC conference address a growing problem: Dealing with an online crisis that crashes stock value and draws unwanted media attention.

By Russell Working | Posted: June 25, 2013

Suppose you work for a beauty supply company called Glamour Global Group in Glouster, Mass., a 90-year-old firm known for its Fountain of Youth facial cream.

One morning a blogger reports that your product causes cancer, posting a gruesome picture of a supposedly affected face. The Internet erupts.

How do you respond?

The what-if scenario was laid out by Richard Torrenzano of The Torrenzano Group, a reputation management firm, at the International Association of Business Communicators’ world conference in New York Monday. It was part of his presentation on “digital assassination.”

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