OkCupid Hits the PR Target

 OkCupid Hits the PR Target

THE PR VERDICT: “B” (Good Show) for dating website OkCupid.

OkCupid’s arrow was on the mark. The online dating site made headlines this week for its clever slam of Brandon Eich, the new CEO at software collective Mozilla. Visitors to OkCupid who use Mozilla’s Firefox web browser were greeted with a message asking them to return via an alternative browser –  because Mozilla’s new head honcho apparently doesn’t support alternative lifestyles.

In 2008, Eich donated $1,000 in support of California’s Proposition 8, a ballot initiative declaring marriage as being between a man and a woman. The measure passed but was ultimately deemed unconstitutional. His donation, made public in 2012, caused some chatter that eventually died down.

With Eich’s appointment as CEO last week, however, concerns have resurfaced about his views.  OkCupid minced no words about its distaste, saying, “Those who seek to deny love and instead enforce misery, shame, and frustration are our enemies, and we wish them nothing but failure. If you want to keep using Firefox, the link at the bottom will take you through to the site. However, we urge you to consider different software for accessing OkCupid.”

The company also gets extra PR points for the way in which it took its stand. A press release would have sufficed, but temporarily blocking visitors using Firefox was a real eye-catcher.

THE PR VERDICT: “B” (Good Show) for OkCupid for inspiring such headlines as “OkCupid Makes War Not Love on Mozilla: ‘Don’t Use Firefox.’”

THE PR TAKEAWAY:  Playing politics is potentially messy, but it’s not verboten. Certainly, companies should tread carefully when choosing sides on a controversial matter; it is easy to misstep. But there are times when doing so is a no-brainer and such was the case here. OkCupid says it’s in the business of “creating love,” so its objections to Eich’s appointment are both personal and professional. Even their statement notes that 8% of OkCupid matches are same-sex unions. As such, there is only benefit to standing up for equal rights for the LGBT community, and doing so loudly.

Airbnb Fights XXX Party’s Bad PR

 

 Airbnb Fights XXX Partys Bad PR

THE PR VERDICT: “B” (Good Show) for Airbnb.

An amusing story about a man who inadvertently rented out his apartment for an orgy via  popular website Airbnb is anything but funny for the company.

Airbnb pairs travelers with homeowners willing to rent out their personal space – a popular option in New York City, where the price of even a modest hotel room often daunts out-of-towners. One resident, Ari Teman, agreed to rent his apartment out to “David,” who said he was seeking accommodations for a wedding. As he’d done before, Teman met with the renter, showed him around the place and went to spend the night elsewhere. But he returned to pick something up – and  walked in to a large crowd, overturned furniture, and a bag of condoms and liquor bottles strewn about his digs. Teman’s pad, it seems, was the venue for the “XXX Freak Fest.”

Many have gotten a chuckle out of the tale, but the top brass at San Francisco-based Airbnb aren’t laughing. Although Airbnb employs several methods  to validate the authenticity and trustworthiness of both owners and visitors, they  can’t guarantee that nothing untoward will happen in a client’s home. How to react to the bad PR? Airbnb immediately banned the renter from the site, put Teman up in a hotel for a week, wired more than $20,000 to him and said they will cooperate with law enforcement. Overkill? Not if there’s a possibility the salacious soiree could kill their business.

THE PR VERDICT: “B” (Good Show) for Airbnb, which recognized that this funny story could have a sad ending – for the company.

THE PR TAKEAWAY: Don’t underestimate bad PR. Airbnb’s entire business model relies on homeowners trusting the people who rent their abodes. Since they can’t ensure that nothing bad will ever happen, they can do the next best thing – meaning, everything – when it does. Crises arrive in many forms. Sometimes they’re obvious;  other times less so. Airbnb was smart to see this as more than a joke. There is no such thing as too much damage control.

Obama Administration’s Epic Tech Fails

 Obama Administrations Epic Tech Fails

THE PR VERDICT: “F” (Full Fiasco) to the Obama administration’s technical advisors. (Pictured: NSA leaker Edward Snowden)

Earlier this week, President Obama had to call French President Francois Hollande and explain, if he could, why the US was spying on the phone records of over 70 million French citizens. The issue was brought to light by former US National Security Administration contractor Edward Snowden, who revealed NSA secrets to several news agencies months ago. Now more than ever, it is imperative that President Obama’s technical administration locate the fugitive tech expert. Not just to save face; they could actually use his help.

Aside from being unable to locate Snowden, a man of Bourne-movie level abilities to erase every trace of his movements, the Obama administration has lost credibility over the technical glitches on Healthcare.gov, the main portal to signing up for mandatory Obamacare. Yesterday, another gaffe: a Twitter feed that has been revealing embarrassing inside information about foreign policy for the past two years was traced back to Jofi Joseph, an official in the White House’s National Security Staff. #howembarrassing.

Americans have grown uncomfortably accustomed to government failures. A lack of regulations allowed the collapse of the economy. Bipartisanship led to a shutdown. Now the website to register for healthcare doesn’t work, prompting the president to record a video encouraging people to sign up “the old fashioned way,” via phone or in person. Presumably, this video was made around the time of the  call to the French president about the tech guy the CIA can’t find, and before the Twitter revelation.

THE PR VERDICT: “F” (Full Fiasco) to the Obama administration’s technical advisors.

THE PR TAKEAWAY: If you want to do your best, surround yourself with the best. America is not exactly short on technical excellence, yet the president’s cabinet signed off on using ten-year-old technology for Healthcare.gov. The military stands by the accuracy of its drones, yet the US can’t find one guy who’s talked to several major international newspapers, or another guy dissing the White House from inside the White House. The PR solution would be obtaining the best and the brightest to fix the glitches and increase security. Maybe Snowden could provide a reference.