Venture Capitalist Enters PR Forbidden Zone

tom perkins 2.png Venture Capitalist Enters PR Forbidden Zone

THE PR VERDICT: “F” (Full Fiasco) for Tom Perkins.

Tom Perkins is on a roll – straight downhill. The venture capital icon who founded Kleiner Perkins Caufield & Byers has cemented his reputation among the Obscenely Wealthy Behaving Badly for comments he made last week likening rich techies and other members of the vilified “1 percent” class to victims of the Holocaust.

Perkins, in a weekend letter published in the Wall Street Journal, compared recent protests by affordable housing advocates in San Francisco against Google buses to Nazi targeting of Jews. “I perceive a rising tide of hatred of the successful one percent,” he wrote. Forget the unspoken rule of debate that whoever first invokes Nazis in an argument loses automatically. Perkins later apologized – sort of – for his gaffe, but really, one should expect nothing less from him. He has always been over the top, shockingly, even willfully flouting the concept of noblesse oblige at every turn. Hard to believe that the man Perkins partnered with to start his VC firm in 1972 had himself fled the Nazis.

Perkins cited that relationship in a next-day TV interview, in which he sported a $380,000 watch and lamented how his eponymous firm chose to “throw me under the bus” for his comments. All that privilege and still a victim.

THE PR VERDICT: “F” (Full Fiasco) for Perkins, who is far too rich, and perhaps a bit too daft, to choose his words more carefully.

THE PR TAKEAWAY: To end a losing conversation, stop talking. Of course, this is not Tom Perkins’s way. In his post-comment comments, he sought to explain his choice of words and clarify his point, to little avail. A direct, unqualified apology would have been better, but big egos are rigid and only become more sclerotic with time, incapable of adapting and absorbing new lessons. One of those lessons: Before committing words to paper, and thence to print, have someone else run a soundcheck.

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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.

What is Your PR Verdict?

  1. Perhaps not surprisingly, Perkins’ letter received a large number of supportive comments in the WSJ.

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