Net Attacks Ruin Reputations

Organizations that fail to monitor the Internet are at risk for attacks on their reputation from unauthorized Web sites filled with misinformation," says Charles Pizzo, an authority on the topic of Internet threats. He identifies several threats which can damage an organizations reputation: rogue Web sites (http://www.untied.com/), job complaint sites (http://www.walmartwatch.com/), sucks sites (http://www.homedepotsucks.com), and rumors that mushroom into urban myths (http://www.dpsu.com/drpepper_can.html). These findings are among those to be covered in a Webinar beginning October 13, 2003. Registration information: http://webinar.holtz.com/.

FOR IMMEDIATE RELEASE

Net Attacks Ruin Reputations

Concord, California (PR WEB) Sept. 19, 2003 - Organizations that fail to monitor the Internet are at risk for attacks on their reputation from unauthorized Web sites filled with misinformation, through activist or union accusations, and via employee complaints about working conditions. In some cases, stock prices have slid abruptly on rumors posted online," says Charles Pizzo, an authority on the topic of Internet threats.

Reputations must be safeguarded online," he adds. Yet, less than five percent (5%) of organizations polled informally indicate they are vigilant about monitoring. Its imperative that executives take proactive steps to protect their brand."

Pizzo identifies several threats which can damage an organizations reputation:

Rogue Web sites: Internet pages published by hostile third parties that surface on search engines. The user mistakenly believes they are clicking a link to the organization-but instead is introduced to allegations about poor products and services. A long-standing rogue critical of United Airlines is http://www.untied.com/.

Job complaint and recruitment sites: employee activists and union organizers rant on http://www.walmartwatch.com/. The infamous http://www.fuckedcompany.com traffics in leaked documents and employee revelations. Recruitment sites, such as http://www.vault.com/, abound with grievances on its community message boards.

Sucks sites: complaint pages put up by angry customers, employees and investors that warn consumers about an organizations perceived failings. Activists troubled by Home Depot present their case at http://www.homedepotsucks.com.

Urban myths: the instant nature of e-mail has led to viral marketing in which disinformation spills out of control and into mainstream perception. Dr. Pepper countered by posting facts online, http://www.dpsu.com/drpepper_can.html.

According to Pizzo, threats can be addressed by adopting counter-strategies, such as rebuttals or truth sites. Knowing when and how to respond is critical," he says. There are several approaches, each effective in certain situations. Legal action sometimes only prolongs the issue. Thus, your first step is to become expert at monitoring your reputation online-before attacks can even succeed at influencing public perception."

These findings are among those to be covered in a Webinar beginning October 13, 2003. Pizzo, a 20-year veteran of PR, is a former chairperson of both the International Association of Business Communicators (IABC) and its Research Foundation.

A Webinar is a Web-based workshop participants attend at their own convenience. Become an Expert at Monitoring Your Reputation Online" features five lectures (one lecture posted each week for five weeks), along with group discussions, handouts, and other resources. It is produced by Holtz Communication + Technology.

Registration information: http://webinar.holtz.com/.

CONTACT INFORMATION:
Webinars: Shel Holtz     (925) 673-9896
Topic:     Charles Pizzo (504) 282-0454

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