The hack of Sony and the secrets revealed created a huge Crisis PR situation. 5WPR CEO Ronn Torossian breaks everything from the Sony hack down in this presentation.

1. Sony,
the
Hack
and
Secrets
Revealed

2. When
Sony
Co-­‐Chairman
Amy
Pascal
first
heard
about
the
hack
that
brought
the
massive
entertainment
and
electronics
company
to
the
front
page
of
nearly
every
news
outlet
in
the
world,
she
wasted
liBle
Cme
in
responding.
Coworkers
and
colleagues
were
warned
of
a
potenCal
avalanche
of
embarrassing
emails
and
other
communicaCon
known
to
be
criCcal
of
Sony
clients
and
partner
businesses.
The
Cme
for
plugging
the
dike
was
over.
Damage
control
was
the
primary
concern.

3. Any
bruised
egos
would
need
to
be
mollified,
and
any
potenCally
bruised
business
relaConships
would
need
to
be
repaired
if
Sony
had
any
plans
of
coming
through
unscathed.
And
Pascal
was
the
perfect
person
for
the
job.
Known
for
close,
creaCve
relaConships
with
filmmakers
and
certain
stars,
Pascal
also
knew
her
emails
contained
criCcal
and,
in
some
cases,
insulCng
asides
about
people
she
trusted
and
who
trusted
her
in
return.

4. To
be
fair,
most
of
us
have
said
or
at
least
thought
nasty
or
uncomplimentary
things
about
coworkers
and
friends
in
the
past.
Many
of
us
have
fired
off
emails
in
the
heat
of
the
moment
that
we
may
not
have
sent
at
another
Cme.
And,
while
there
are
consequences
of
those
decisions,
they
should
not
be
ulCmate
consequences.
That
is
the
message
Pascal
is
sending
out,
and
it
is
one
that
anyone
in
business
should
consider.
A
momentary
lapse
or
even
a
current
opinion
should
not
define
a
previously
successful
working
relaConship.
Opinions
change.
Feelings,
no
maBer
how
strong,
subside.
Then
there’s
work
to
be
done;
work
that
can
be
profitable
for
all
involved.

5. If
we
are
honest
with
ourselves,
this
sort
of
email,
which
so
many
have
said
would
be
cataclysmic
for
Sony,
should
not
be
much
of
an
issue
at
all.
Hurt
feelings
can
–
and
should
–
be
easily
mended
when
there
are
millions
on
the
line.
More
importantly,
momentary
lapses
should
not
define
relaConships.
Pascal
may
have
said
some
things
and
sent
some
things
that
she
meant
at
the
Cme…but
that
does
not
define
her.
Or
Sony…or
even
the
subjects
of
those
messages.

6. Now,
this
is
not
a
clarion
call
for
wholesale
rudeness
and
thoughtless
discourse,
merely
a
suggested
course
correcCon.
Those
pundits
who
are
aghast
at
the
contents
of
these
leaked
emails
are
not
honest
with
their
readers
or
viewers
…
or
themselves.

7. This
post
was
reformaBed
for
distribuCon.
To
read
more
content
from
Ronn
Torossian,
please
visit
hBp://ronntorossianupdate.com