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Edition: U.S. Article Comments (0) Email Print Reprints Read UPDATE 1-Report to say Waddell stoked flash crash -source 30 Sep 2010 Health reform to worsen doctor shortage: group 30 Sep 2010 A Minute With: Actor Eisenberg on playing Facebook CEO 7:18am EDT UPDATE 1-Bin Laden criticises Pakistan relief mission 8:09am EDT Economy still needs reinforcement: Geithner 30 Sep 2010 Shared Health reform to worsen doctor shortage: group 30 Sep 2010 UPDATE 1-Report to say Waddell stoked flash crash -source 30 Sep 2010 Economy still needs reinforcement: Geithner 30 Sep 2010 Ecuador's police chief quits over Correa crisis | 10:06am EDT Boston firefighters get oxygen masks for pets 30 Sep 2010 Watched Red faces over top model gaff Tue, Sep 28 2010 New planet could support life Thu, Sep 30 2010 Mexican mayor stoned to death Tue, Sep 28 2010 Facebook founder survives "Social Network" so far Tweet This Share on LinkedIn Share on Facebook Related News Moviegoers will friend "The Social Network" Thu, Sep 30 2010 Fact or fiction? Facebook film the latest "truth" tale Wed, Sep 29 2010 Fact or fiction? Facebook film the latest "truth" tale Wed, Sep 29 2010 "The Social Network" opens in NY to buzz, controversy Mon, Sep 27 2010 Facebook's Zuckerberg gives $100 million to Newark Fri, Sep 24 2010 Related Topics Fashion » Entertainment » Technology » Zagat Power Lunches » Film » Media » Facebook CEO Mark Zuckerberg speaks while unveiling the company's new location services feature called ''Places'' during a news conference at Facebook headquarters in Palo Alto, California August 18, 2010. Credit: Reuters/Robert Galbraith By Matthew Belloni Fri Oct 1, 2010 6:45am EDT LOS ANGELES (Hollywood Reporter) - 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 Friday, 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 counterstrategy created by his company's internal corporate communications group and Outcast, its usual PR agency. A decision was made that Zuckerberg, fearful of how his reaction might further fuel interest in the movie, would not publicly slam the film. Instead, Facebook put forward friends like Chris Hughes, a company co-founder who left in 2007 to join the Obama presidential campaign, to challenge the depiction of Zuckerberg in an August story in the New York Times. But that article, in which "Social Network" producer Scott Rudin said that Facebook had tried unsuccessfully to convince him to change certain things in the film, set off a flurry of media attention ahead of its New York Film Festival premiere September 24. Zuckerberg declined to cooperate with the steady stream of media requests that followed. Instead, his team aggressively sought a "prestige" venue for the 26-year-old billionaire to tell his story. They reached out to the New Yorker magazine and writer Jose Antonio Vargas for a mostly flattering profile that ran September 20. "The most important thing was to make sure people had a fuller portrait of Mark," said Larry Yu, Facebook director of corporate communications. "That was the point of the New Yorker profile." When pressed about the movie at public functions, Zuckerberg has playfully dismissed it as "fiction." But he has been careful not to seem too peeved by it or to attack director David Fincher or screenwriter Aaron Sorkin; Zuckerberg even cited Sorkin's "The West Wing" TV series as one of his favorites. "The second thing was to make sure people know we think it's fiction," Yu said. "Whenever Mark is asked about it, he makes sure to say that." Because the movie only now is being seen by the public, any impact of "Social Network" on Zuckerberg or Facebook might not be known for months. But several crisis PR specialists said they thought Zuckerberg has weathered the heavy media storm relatively well. "In the sphere of influencers and opinion leaders, they've done a terrific job of getting it out there that the Mark Zuckerberg in the movie is not the real Mark Zuckerberg," said Allan Mayer, a publicity strategist at 42 West who has worked on several fact-based films including Oscar winners "A Beautiful Mind" and "Erin Brockovich." (42 West is handling aspects of the "Social Network" awards campaign, but Mayer is not involved.) "Quite often, people will put together these legal-style briefs saying what's real and what's wrong," he added. "Facebook didn't do that. They were smart enough to know that that didn't matter. They just said the story in the movie isn't the real story. When you're in one of those battles for perception, all that matters is the net positive." On the other hand, Fincher and especially Sorkin have made the media rounds expressing sympathy for Zuckerberg while arguing that the film presents multiple perspectives based on competing depositions. "I don't want to be unfair to this young man whom I don't know, who's never done anything to me, who doesn't deserve a punch in the face," Sorkin said in one of several interviews. "I honestly believe that I have not done that." 1 2 Next Fashion Entertainment Technology Zagat Power Lunches Film Media Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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