December 4, 2000
BY MICHAEL KRAUSS
is one of an ongoing series of articles on interactive marketing
leaders who are doing things other marketers can learn from. They're
not yet household names, but will be in the headlines tomorrow.
They're the emerging leaders of an emerging marketing discipline
rank and serial number: Eric Dezenhall, 38. Bachelor’s
in Political Science, Dartmouth University, 1984. White House
communications office, 1982-83. Joined public relations agency
Porter Novelli in 1984. Cofounded Nicholas-Dezenhall in Washington
in 1987. Published nail ‘em! Confronting High-Profile Attacks
on Celebrities and Businesses, 1999.
Mantra: "If you’re guilty, repent.
If you’re innocent, attack."
the Internet enables cyber-attacks: "The Internet
provides anonymity and a proxyfor authority; it redistributes
power. (Information on the Net) looks like it’s been vetted
by an intelligent person. In fact, it might just be garbage."
cyberattacks are difficult to handle: "No. 1, it’s
hard to find who is doing it. No. 2, if you do find them, it becomes
an issue of big companies picking on the little innocent. It can
become a news story,even if the little company is dishonest."
to stop them: "Hunt the attacker down and make them
pay." Also, "I’m very big on getting involved
with the FBI and law enforcement."
CEOs should do: "I tell them, ‘You have to
become known as mean in this area, or this won’t stop.’
If you have a peaceful solution, pursue it vigorously. But in
the 10% ofcases that are attacks as opposed to communications
attackers don’t want to compromise. Some situations are
shooting wars and there’s no way around it, so thesolution
is to learn how to shoot better."
shot: "If you live by the sword, you may die by
the sword. But if you live by the olive branch, you can still
die by the sword."
is a partner with DiamondCluster International in Chicago.
He can be reached at firstname.lastname@example.org.