Dot-com plays it safe, loses game

When SafetyTips.com announced that it was buying bankrupt criminal justice Web site APBNews.com, the first question off the lips of most pundits was, 'Who the hell is SafetyTips.com?' Predictably, reporters flooded the company with phone calls seeking more information.

Alas, SafetyTips apparently wasn't in any mood to be forthcoming and refused to disclose the name of its CEO. As any moderately intelligent PR pro knows, such a tactic only made matters worse, leaving reporters to speculate about what the CEO was trying to hide.

In the end, according to SafetyTips spokeswoman Nancy Daniel, Moniker-gate was nothing more than a big misunderstanding.

'The whole story is an overstatement,' Daniel explains. '(The CEO) preferred not to be the spokesperson until things get approved. Her name is public knowledge.'

For the record, the CEO's name is Yovette Mumford. Good to know, especially now that the deal is off and APBNews.com is headed for the auction block.



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