Shortly after Facebook famously filed for its IPO on Feb. 1, it was reported that CEO Mark Zuckerberg sent a message to the banks that were tooting their own horns about their involvement in the mega public offering, essentially telling them to shut up. Unlike other young CEOs—like Groupon’s Andrew Mason, for example—Zuckerberg is playing the IPO game close to the vest, making sure that stakeholders are quiet in the quiet period. It’s got to be tough for the banks, however, because tooting horns is what communicators are used to doing. In fact, just like the Scottish deerhound’s centuries-old ability to hunt down its antlered adversary, within a PR pro’s DNA is the innate penchant to toot their organization’s or their client’s horn—as loudly as possible.
Keeping the Media at Bay: Counterintuitive Yet Often Necessary
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