Debunking myths and repairing reputation

Penta was retained by a large U.S. technology company ('the client') after they became the target of a coordinated defamation campaign. 

The client initially retained Penta to debunk false claims and repair reputational damage, including educating media outlets and moderate audiences about the facts.

Shortly thereafter, the client filed defamation lawsuits against individuals and media outlets who spread falsehoods about the company. 

Penta has played an ongoing key role in supporting the client and their legal team with communications related to the lawsuits while continuing to address misinformation and serve as a factual resource to reporters.

Penta reactively and proactively communicates the facts to debunk false claims and support litigation efforts.

• Rapid response, including developing Set The Record Straight materials, conducting fact checking and rapid response to real-time events, and managing press inquiries.
• Earned media, including strategically placing op-eds in national and local markets and arranging TV, radio, and print interviews.
• Educational content creation to inform key audiences about the client, its litigation and election process generally.
• Real-time media monitoring.
• Strategic advisory on messaging and media engagement to navigate a complex information environment.

Penta’s work to rebut false claims has been a key piece of evidence in the lawsuits, helping to demonstrate that defendants knowingly or recklessly disregarded the truth. The first lawsuit ended in a historic settlement in favor of the client.

Through our efforts to educate reporters on the facts and correct inaccurate reporting related to the client, Penta has helped shape a more fact-based media environment.

Penta has earned positive, fact-based coverage for the client across dozens of national and local media outlets, including interviews and op-eds in the New York Times, Wall Street Journal, 60 Minutes, Good Morning America, NPR and many more.