'The Social Network' PR Battle

Who is winning the Mark Zuckerberg PR battle?

As Sony’s The Social Network, the unauthorized story of Zuckerberg and the origins of Facebook, hits theaters today, the answer might be both the studio and the press-shy billionaire.

Months before the film began screening, speculation was rampant in Hollywood and Silicon Valley about how Facebook and its founder would fight back against a heavily marketed film based on a controversial book that paints him in an unflattering light.

Zuckerberg chose not to hire a crisis PR team, instead employing a counter-strategy created by his company’s internal corporate communications group and Outcast, its usual PR agency.

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