How to turn bad viral press into good viral press.

OK. Naked has demonstrated how NOT to handle 'a viral campaign/PR stunt/journalists in general'. The final bullet in the foot was when they released an ad 'exposing' the journalists they had fooled! This is not a joke. I wish it was.

http://mumbrella.com.au/2009/02/06/naked-publishes-names-of-the-journalists-it-hoaxed/#more-2142


But for an example of how to get it so right I attach another link. It shows how the world's greatest PR men, Sir Richard Branson, handles bad viral press. Using humour he turns it into good press.

http://www.smh.com.au/travel/travel-news/laughing-my-head-off-branson-on-that-complaint-letter-20090211-84eg.html

I was going to write that Branson is a genius. He's not really. He just presents himself and his brand as being normal, considerate, and having a sense of humour and proportion. We can all learn a lot from him.