Public Relations Strategist: “Rumor Has It: Understanding and Managing Rumors”

A challenge facing nearly every organization in a crisis is the circulation of rumors that, unaddressed, can cause significant reputational harm — sometimes even more harm than the crisis. Rumors are particularly challenging because it is hard to figure out where a rumor started, how it is building momentum and where it might end. Once started, rumors can spread among employees, customers, suppliers, lenders, investors and regulators. Rumors can feed other rumors, and when they hit the media, they are formalized and seen as accurate renderings of reality.

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