Accidental Bad Buzz - Andy Birol

I had a funny conversation today. A client of ours called and asked if I'd heard about how Andy Birol went nuts and sent out a nasty email to everyone. I'd gotten the same eNewsletter back on April 1st. When I'd first read it, I was shocked as well. Then I clicked on the link and saw it was an April Fools Prank. What is not so funny for Andy is that many people skim eNewsletters and do not click on the link. It turns out people are talking about how he went nuts and closed his business. That is not funny at all. When we write something, especially on the web, it is important to realize many people will just skim it. Are skimmers getting the right message from your writings?