Google’s Ferry Service Misses the Boat

ssgoog Googles Ferry Service Misses the Boat

THE PR VERDICT: “C” (Distinctly OK) for Google.

First by land, now by sea? Google, trying to get its San Francisco employees to and from work through the car-choked Silicon Valley corridor without aggravating the local gentry in the process, now has a private ferry to go with the buses that piggyback on city bus routes, clog streets, and generally irritate residents who don’t happen to work at Google. So how was the seemingly civic- and green-minded move greeted locally? More catcalls.

The buses, among others used by tech firms including Apple, Facebook, and Yahoo, use city bus stops to take on and discharge passengers. Their “unlawful” use of city infrastructure, coupled with rising disdain for tech’s rampant hegemony over city life, drew a raucous protest last month when protesters blocked a Google bus and smashed a window. Last week, the city proposed a $1-per-stop tax on each bus, expected to cost each company about $100,000 annually – a fee that critics derided as, well, mere bus fare.

Enter the gleaming, Wi-Fi-equipped, hydrofoil-assisted catamaran Google has hired for a 30-day trial run. The company said it hoped the move would help spare residents inconvenience. Inconvenience perhaps, but not ire. Nothing like the sight of techies zipping by on a flashy boat that used to take kids out for whale-watching tours to bridge the cultural and socioeconomic divide. Think of the children!

THE PR VERDICT: “C” (Distinctly OK) for Google, for a yeoman’s effort that slightly missed the boat.

THE PR TAKEAWAY: Look past the problem. Sometimes the solution has nothing to do with it. The issue here for Google and others isn’t buses; it’s style and tone. If these firms put more effort, and money, into being good corporate citizens, there might be less of an uproar about whose bus stops where, and less of a sense that Googlers and their ilk seem to breathe better air than the rest of San Franciscans. All aboard now!

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William Dentzer About William Dentzer

William Dentzer, a San Francisco-based writer and communications/media consultant, has managed corporate communications and media relations at global firms such as UBS, Bain & Company, The Associated Press, and British consultancy Arup. He previously served as a mayoral press secretary and was a longtime political reporter and columnist with the Gannett newspaper chain in New York.

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