The document discusses various consumer hoaxes against brands and provides recommendations for how companies should respond. It notes that many cases turn out to be fraudulent attempts to extort money from settlements. It then summarizes several past hoaxes against Wendy's, cell phone companies, and Pepsi and how the companies responded to avoid damage to their brands. The final section outlines best practices for crisis communications, such as assessing problems from the public perspective and speaking with one voice.