Chamber of Commerce is Hoaxed -- Could You Be Next?

The U.S. Chamber of Commerce got hoaxed in Washington D.C. Monday after an environmental action group faked a press release, and even a press conference at the National Press Club, to which media were invited.

The phony "news" was that the Chamber was turning course and now supporting strong climate change legislation. Several media outlets including Reuters and Fox Business News bit hard, writing stories about the sudden about face.

Until, that is, a real Chamber representative interrupted the press conference being held by a Chamber impostor.

OK, so the trick was pretty funny, especially when the impostor demanded the legitimate Chamber rep produce ID. But the Chamber wasn't laughing (they are asking for an investigation), nor were the duped news outlets.

And you shouldn't be either. In today's "insta-news" culture you can expect more of these events to occur in the future. Can you say Bubble Boy? Some will prove very damaging to the stock price and brand image of the victim, even if short term. Just ask McDonalds. And that victim could be your very own company.

Fighting Back
So let's figure out the proper response here. You are in charge of external relations for a major restaurant chain that has just been hoaxed by an angry animal-rights activist. He scammed the media into carrying an announcement that your chain is recalling tainted meat "that has severely sickened and, in 14 cases killed, customers." The unverified news has been on the wires and airwaves for seven minutes, and calls are starting to flood into your HQ.

What do you do to discredit the story and restore faith with consumers? What's your action plan?

I'll report back with the best solutions offered by readers.

Have you been hoaxed?