Tell Hetrick

On Thursday afternoon of last week the Internet was buzzing with unconfirmed rumors of Michael Jackson’s death.

Perez Hilton, who has successfully built his celebrity blog into a multimillion-dollar international brand, posted the following reaction.

“We knew something like this would happen!!
Michael Jackson was taken by ambulance from his Holmby Hills home to a nearby Los Angeles hospital on Thursday afternoon!!
Supposedly, the singer went into cardiac arrest and the paramedics had to administer CPR!!!
His mother is even on the way to visit him!!!
We are dubious!!
Jacko pulled a similar stunt when he was getting ready for his big HBO special in ‘95 when he ‘collapsed’ at rehearsal!
He was dragging his heels on that just like his upcoming 50 date London residency at the 02 Arena, of which he already postponed the first few dates!!!
Either he’s lying or making himself sick, but we’re curious to see if he’s able to go on!!!
Get your money back, ticket holders!!!!”

Shortly after the reports of Jackson’s death were confirmed, Hilton’s original post was replaced with a more fitting tribute, but enough people saw the original post (and took a screencap picture) that the damage was done.

Almost immediately, other blogs began reporting on Perez’ post and an #unfollowperezhilton movement began on twitter. Celebrities and fans alike bombarded him with messages about his insensitivity. He’s been in crisis communications mode since.

It’s still too early to tell if the Perez Hilton brand will suffer permanent damage from this. But it does carry a lesson for all brand ambassadors. In the drive to be the first, don’t forget that the Internet is permanent. Once you put something online, there’s no taking it back. Are you willing to stake your brand’s reputation on something you post on the Internet?