Urban Legends
The concept of "urban legends" (a story that appears mysteriously and spreads spontaneously in various forms and is usually false posted on the Internet) and Internet scams are a real problem for some businesses. Gerber Baby Foods was flooded with 1 million letters and 80,000 phone calls from parents responding to an e-mail about a phony class-action lawsuit. Another urban legend about Costa Rican flesh-eating bacteria that affected banana shipments cost that industry more than $30 million. Procter & Gamble had to deal with claims that its Febreeze product contained Agent Orange, a dangerous chemical. Many companies choose to ignore these myths created by angry customers or rabble-rousers, but experts believe this is the worst possible action to take. Companies should instead do everything possible to reassure its customers.
-Refer to Urban Legends. Top managers who encouraged subordinates to do everything in their power to assure customers that Internet myths about their companies were false engaged in_____ .

Question

Quizplus · Accepted Answer

Downward communication is the process of sending information from higher levels of an organization to lower levels. In this case, top managers are encouraging subordinates to communicate with customers to reassure them that Internet myths about their companies are false.

Urban Legends The Concept of "Urban Legends" (A Story That Appears Mysteriously