Putting the Bold in Diebold

California's secretary of state said "they broke the law," called their conduct "absolutely reprehensible," and banned their machines in four counties, but maybe the news isn't all bad for e-voting company Diebold Election Systems. "It could affect the stock for a week or two," said corporate branding executive Clayton Tolley, but "generally, it's a passing fad that will fade within six months." Diebold spokesperson Mike Jacobsen pointed out "we're a business-to-business firm... not a consumer company," so negative public opinion doesn't hurt as much. To make sure, Diebold Election Systems just hired a second national PR firm, Edward Howard & Co, to work with Public Strategies Inc to boost the company's reputation. Tolley also suggests the Diebold parent company distance itself from Diebold Election Systems: "I'd try to insulate the business units."