Introduction Burson-Marsteller is a public relations firm. This is a giant American company that won the best public relations company award. The firm is an experienced and respected organization that has won many other accolades and received major contracts. The issue about the public relations company Burson-Marsteller (B-M) turned out to scandalous because it brought disrepute on practitioners 1 . The matter was also not addressed well at the time it went public. These companies were Burson- Marsteller and Facebook. The companies failed in all their attempts to deal with the issue. They failed in their communication strategy and in the manner in which they responded to the media inquiries. A preview of the issue tells us that B-M was caught creating a whisper campaign against Google for an undisclosed Facebook client. Google and Facebook are involved in competition to control online advertisements. Burson and Marsteller’s were competing reporters who were instructed to write destructive information about Google. B-M had been hired by Facebook to do the dirty job as well. B-M understood the competition between the two and saw an opportunity to make money without giving due diligence to its integrity and the damage it would have on its image in case the issue leaked. The two employees were on the job when they were caught. The matter circulated to members of the public. Competition between the Fab Four The Fab four American companies are Facebook, Google, Amazon, and Apple. These technology companies have defined and transformed the world in terms of information technology and entertainment in the twenty first century. Initially, these companies operated different businesses. With time, they continuously transformed and fought for market dominance in the social networking industry, mobile phones and accessories, and laptops. Some of these products are their common products. All these companies are determined to be market leaders in technology. Their aim is to control the world living rooms. The competition has grown to a neck-throat level. Some of these companies have resorted to smear campaigns. This is to enable them receive undue advantage over others. A case in focus is what happened last year between Facebook and Google. The issue involved another public relations company, Burson-Marsteller. Each of these companies ensures that information is safeguard in the best way possible. They opt to keep both their customers and competitors guessing what product would be next in the market. This has been the key to their success. These companies are reshaping the behavior of customers because they are influencing to use electronic gadgets to access the web. These include tablets, laptops, and mobile phone devices. The competition is likely to go a notch higher as they fight to outsmart each other. Competition between these companies is a result of intensive advertising and the enormous resources. These are the hardware, data, and the media. This means that they have to be always innovative. They are all moving in one direction implying that their objective is to control the living rooms. They have developed a system in the market that leads to imitation 2 . Why the issue became a scandal The process employed by B-M deliberately ignored the code