It has long been known in the mobile industry that SpinVox's secret was call centres, but what caught my attention was the company's lack of transparency on the issue.
When the news broke, SpinVox took too long to respond. Without guidance, it went on the defensive and refuted all claims, hiding behind complex figures to avoid answering the issues on which it had been called.
Equally, by trying to pick apart the BBC's article with a point-by-point riposte, SpinVox ensured the story continued to attract further bad coverage.
As Rory Cellan-Jones said at the start of his second post on the company: 'I was not intending to return to our story about SpinVox.'
The lesson is that companies cannot afford to be anything but honest and transparent from the word go, working with media and online audiences to build mutual trust and, ultimately, a strong reputation for their businesses.
David Ross-Tomlin, campaign manager, Diffusion Mobile