A Rather Unique But Seemingly Successful Stunt Designed to Embarrass

Here's a case for regular media monitoring...

Imagine for a second that your organization is the target of this kind of "clever" campaign and try to answer these two questions:

1. How would you know?
2. How would you respond?

As you can see from the reach these fake news releases had, time is certainly of the essence in crafting and delivering an appropriate response.

Based on the success of this campaign, one can well imagine seeing "copycat" campaigns in the not-too-distant future.

http://www.theglobeandmail.com/blogs/bureau-blog/environment-canada-hit-by-damn-clever-climate-stunt/article1399474/