Facebook doesn't 'like' Google: A Modern Lesson in PR Nightmare Management by Social Icing

SAN DIEGO, May 16, 2011 /PRNewswire/ -- Sometimes the internet does not play nice, but a knowledgeable PR firm can navigate clients into the right direction if faced with a fierce competitor. And, a solid PR foundation is anchored by crisis management – and every company should be equipped with a solid public relations action plan should a potentially damaging situation arise.

Take for example the recent PR scandal surrounding Facebook.

In a string of recent schemes that have gone embarrassingly public, Facebook and Burson-Marsteller, PR firm to the social giant, are scraping together an explanation for emails aimed to undermine Google and their new brainchild, Social Circle, a social networking site and potential threat to the social empire.

The unsavory emails were posted for public showcasing on a popular blog after staffers on behalf of the PR firm pitched their ideas to newspapers, journalists and bloggers. Representatives on behalf of Burson-Marsteller even promised syndication on Washington Post, Huffington Post, and other popular news favorites in exchange for a "Google-bashing" editorial, according to MSNBC.

Now, Facebook must face the PR nightmare and has since issued several statements regarding the incident, including admission to hiring the PR firm but without ill-intent. Burson-Marsteller has chosen not to fire their representatives, rather opting for extra training instead.

With Facebook and Google neck-and-neck in terms of web prominence and the latter upping its influence in the social media sphere, the impetus behind Facebook's failed campaign is not hard to understand. The method, however, is tantamount to a public relations crisis for Facebook, who now appears untrustworthy while nemesis Google emerges as a mere stand-by.

Facebook's high-profile embarrassment creates an invaluable learning opportunity in the realm of PR blunders and crisis management. The following tips are essential to mending a PR nightmare should one occur.

• Come clean immediately. Evading the answer to a scandalous question or accusation will only encourage reporters to dig and rumors to spread.
• Be honest. Once an investigation is launched, the truth is bound to come out sooner or later. If it comes directly from you, you'll have a better chance at recovering your image.
• Make a firm statement. Falling back on the "no comment" line is just as evasive as saying nothing at all, and few journalists will let it lie. State your case honestly and completely to settle debate and avoid prolonged investigation or news coverage.

About Social Icing

Social Icing is a social media marketing & public relations agency that harnesses the power of the social web phenomenon to industries including publications, non-profits, consumer goods, and corporate identity clients. Follow us at @socialicing_com on Twitter, and go to http://www.socialicing.com for more information on crisis management.

Contact

Lauren Westerfield, Social Icing, Social Media Management & PR
2150 W. Washington Street, Suite 402
San Diego, California 92110
(858) 224-8765

SOURCE Social Icing