SUNNYVALE, CA: In the first 48 hours of its embarrassing disclosure, Advanced Micro Devices was in the dark about how a list of press releases was inadvertently sent to 300 journalists.
On July 3, a member of the AMD corporate communications team accidentally e-mailed a file of potential releases for the coming months to its entire corporate media list.
"When these stories started showing up online, we had no idea where they got their information," said Morris Denton, director of corporate PR. After a journalist told AMD the information came straight from the company, Denton thought it was a leak.
"We monitored the coverage, and notified our PR relationships around the world," he said. But once he realized it was an accident, the strategy changed.
"Not all of the information about upcoming releases was accurate," says Denton. "So we decided to just sit back and monitor the coverage and what our competitors were doing. If they were going to respond, it's better that they have incorrect information than us going out and correcting it. If the media called, we told them some information was correct and some wasn't, but didn't clarify beyond that. I think we were able to mitigate any significant damage."