PR Firm Makes Measurable Mistake

It's always disconcerting to do pre-campaign measurement to
ascertain your client's reputation and discover that analysts and
employees alike lack confidence in the company. But imagine
uncovering that information and then sending it in report form to
your entire media list. That's what Bellevue, Wash.-based
Shepardson, Stern + Kaminsky did late last month with a report on
biotech client Cell Therapeutics. The firm says it fell victim to a
computer virus and accidentally released the details of its
research on Cell Therapeutics. In fact, the company sent a second
email to recipients of the first email warning them not to open the
first message, as it might well contain the virus that the PR firms
says is responsible.