Rising Above: The Art Of Dealing With Lies And Accusations

Brook Zimmatore | November 25, 2020

A company or individual that’s suddenly hit with a targeted smear campaign online may find themselves ill-equipped to respond.

Their first instinct may be to apologize or to deny, but both of these responses will do little to stop the deluge of misinformation. Online attacks are more often than not fueled by vicious and outright lies, rather than truths or even half-truths.

The only way to fight back is to loudly and lustily proclaim the truth. Figuratively speaking — shout it from the rooftops! But this requires some amount of finesse because it’s human nature to deny slander, libel, and character assassination. Denial, however, only surrenders more power to the mob.

They, not the victim, are writing the script of the drama.

Instead, perfect the art of the no-answer. Ignoring questions and accusations made in bad faith, while focusing on all the good the brand is doing, puts the spotlight back on the positive. It takes power away from the mob and lets the brand set the narrative. A powerful torrent of truth, and only truth, loudly proclaimed through honest channels, is the best counter-attack.


Q. Do you still beat your wife?
A. My wife and I have an amazing relationship and are celebrating 10 years in Bora Bora this year.
Q. You didn’t answer my question.
A. Your question is not a question. My wife and I are doing great, which is probably not something you can say about your career.


What you have done here is:

  • Replaced the lie with a positive truth, without repeating the lie.
  • Countered the source of the lie publicly to reduce their credibility.

Make no mistake, the instigators behind these lies as well as the outlets who echo them are acting in bad faith. They’re not worth the time it would take to deny their accusations, and they are vindictive and jealous people trying to tear down others who’ve achieved something with their lives.

Massive Alliance specializes in helping victims of the online mob craft professional responses, and more importantly, create a crisis response plan before such attacks even occur. Reach out if you’re ready to take charge of your online reputation.

CEO / Co-Founder
Brook Zimmatore is the Co-Founder & CEO at Massive.