Does Sony Need A PR Makeover? |
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It's hard to ignore the fact that since E3 this year Sony have been all thumbs in their handling of the PS3 and public relations, it seems the guys over there just keep sticking their chins out to get sucker punched. Just a few days ago Sony's long time PR boss Molly Smith called it quits and left the company, granted the burn through rate for positions like that must be pretty high but it has to be noted the timing was a bit suspect. We've been hit with stunning comments and quotes from Sony's numerous public faces over the past few weeks and it's questionable whether their scattergun approach to public relations, thrusting Phil Harrison, Kaz Hirai and Ken Kutaragi in the public eye on an almost weekly basis has been beneficial.
Microsoft for their part seem to be faring a little better, they've changed their approach since the 360's debut from focusing on Robbie Bach, Peter Moore and J. Allard, to a more laser like focus on just one person: Peter Moore. Where Harrison, Hirai and Kutaragi often come across as brash and unnecessarily aggressive Moore has been firm but respectful, occasionally dealing the odd back handed compliment to his company's main rival (that would be Sony), and cunningly initiating the now widespread Wii60 movement by embracing self proclaimed non-competitors Nintendo. Where Microsoft has been pro-active, Sony has been reactive and that's not befitting of a market leader.
Ken Kutaragi: Many label Ken Kutaragi "The father of the PlayStation", he's a great man who's done great things, a true visionary and his input in the game industry cannot be overstated, however, it's become glaringly apparent that his translator is either sipping the booze, or Mr. Kutaragi is simply not cut from the PR mold. He may be a brilliant hardware engineer but he should not be talking to the public about the future of the PlayStation. It seems with each new interview his comments become increasingly ridiculous, brash, or just plain bizarre, at this point Ken Kutaragi is doing more damage to the PlayStation image than good simply by being in the spotlight. On the PS3 Price: Kutaragi apparently believes the PS3 is "probably too cheap," continuing with,"Is it not nonsense to compare the charge for dinner at the company cafeteria with dinner at a fine restaurant? It's a question of what you can do with that game machine. If you can have an amazing experience, we believe price is not a problem."
Now obviously we understand where Ken's coming from here but that's just bad PR, stating that the most controversially priced game console of the next generation is too cheap is only asking for a fan lashing.
On the PS3: "The PS3 is not a game machine"
Wait, what!? Did he really just say the PlayStation is not a game machine, so why would gamers want to buy one then?
Kazuo Hirai: I kind of like Kaz Hirai, partially because his nickname sounds like Taz (you know, from Loony Tunes?) but this man was not born to be a public speaker, and the past two E3 Sony Press Conferences have proved this. Speaking on stage in front of thousands of people is a gift reserved for only a few people, Kaz Hirai is apparently not one of those people. He just never seems comfortable or self assured, and I have a hard time believing he actually makes time to play any of the games he talks about. While Kaz Hirai doesn't blunder verbally anywhere as much as Kutaragi does (which is why there are no real bungled quotes in this section), there's just something ultimately plain and vanilla about the fellow, I think every PlayStation fan cringed a little during his saddeningly unenthusiastic display of "Riiiiiiiiidge Racerrrr!" on the PSP during the Sony press conference at E3 2006.
Phil Harrison: Before E3 2006 Phil Harrison struck me as the best speaker Sony had and I still think he is a great speaker... when Sony isn't on the defensive. Since E3 the press and fans have been on Sony's back about a myriad of things, from pricing, to the initially obscure differences between Sony's two PS3 models, to the decision to include tilt technology in the controller, and Harrison seems to be struggling to keep up.In response to accusations that Sony copied Nintendo's motion sensing controller: "On one level I understand why people say that. But it's a little stupid, if you don't mind me saying so. When we launched Playstation in 1994 we introduced the concept of real-time computer-generated 3-D-graphics for the first time. That was the innovation that drove the platform. When Nintendo released the N64 in 1996 and they had real-time CG 3-D-graphics, did you hear us say, "Nintendo, you've stolen our idea?" Of course not."
First, you never call people stupid in the PR world, not even a "little" stupid. Second, everyone knows the PlayStation did most certainly not introduce the concept of real time computer generated 3D graphics, that's an Al Gore-ism if I ever heard one. The Sega Saturn, the Panasonic 3D0 and videogame arcades all featured real time 3D computer graphics.
Speaking in the same interview on the PS3's multimedia funcionality: "Playstation 3 is a computer. We don't need the PC."
We're not even going to touch that statement, blame it on a faulty translation, a misunderstanding, maybe it was taken out of context, but we won't even start on how wrong that statement is.
The bottom line is that Sony needs a Reggie or a Peter Moore, someone who's into kickin' ass and taking names, or tattooing (or some other form of body art) someone gamers can relate to and rally behind. We need a guy we can focus on and trust, we can buy that both Reggie Fils Amie and Peter Moore hunker down for the occasional game of Halo or Smash Bros. but it's just too weird to picture Sony's men in suits having fun, and at the end of the day that's what the business is about right?
Understand that I'm not saying the PS3 is a failure, just that Sony's recent PR has been nothing short of disastrous, they've got a great product on their hands, they just need a good face to shop it around. Sony have always been the masters of hype without even trying, and for the first time in the PlayStation's history the brand is under major fire, unfortunately company officials simply don't seem to know how to handle that negativity and spin that into something positive. Despite a few hiccups in the past few weeks and the quotes above, I personally feel Harrison is the man Sony ought to highlight, they need to draw the focus away from the other two suits and train it on the guy who actually plays the games and who usually has some smart things to say about the console:
In an interview with Edge Magazine, when asked about the loss of GTA and how that would affect the PS3, Harrison replied with a statement that is true, humble, and spins positive about the PS3's future:
"GTA has been incredibly important to the PlayStation 2 in the PlayStation 2 era, perhaps in the same way that Tomb Raider had an impact in the PlayStation 1 era and maybe there's something else in the PlayStation 3 era."
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Comments
This article put a lot of things into prospective. Even with PR problems, bad quotes, and trash-talking aside, I still can't wait for the PS3. I've been extactic since day 1. :P
Absolutely, I glad that it was clear I wasn't bashing the PS3, I love what I've seen and getting one as close to launch as possible, but I think there's a lot of room left for improvement as far as Sony's handling of PR.
They do need a new face, I suggest...Chuck Norris anyone? You can't go wrong with a rugged stone-faced man. :P
the fanboys will not believe anything unless it comes from multiple sources from different people working at sony. some troll went so far as to say a vice-president's word was flawed compared to what a president would say -- despite them working at the same company. if anything sony needs more people talking to quiet the trolls.
I used to think Phil was a good speaker well he still is but he is trying to make up for the pr mistakes of others but he is only making it worse. Also the 5 million people will buy the ps3 without any games might be true but that kind of arrogance annoys me. However Peter Moore makes me angry I just want to hit the man he makes me dislike MS and the 360 because he is just annoying like the tatoo. How is that good pr he is trying to look cool and because of it he is hugely uncool. But Reggie hes the man i dont really want the wii but that man is a pr genius he made me want one or at least play it. He is a brilliant speaker and he speaks the truth
I think if you read the rest of the interview where he made that statement, you would understand. This is what I came up with: He's saying that Microsoft might be able to connect with PC gamers on xbox Live!, but they don't need a service on the PC because PS3 is like a computer. Meaning that PC gamers and users can do most of the entertainment functions on a PS3, so they wouldn't need extra features so they can connect with PC gamers. Do you understand better now? By the way, good job for writing another proffessional article. Why can't other blogger on this site write the same way? Ever thought of working for a proffesional gaming magazine like Game Informer or a site like gamespot.com? You should probably think about it you know.
I actually didn't think about it that way. o_O Quoteth: "He's saying that Microsoft might be able to connect with PC gamers on xbox Live!, but they don't need a service on the PC because PS3 is like a computer. Meaning that PC gamers and users can do most of the entertainment functions on a PS3, so they wouldn't need extra features so they can connect with PC gamers." That's really brilliant. :)
sony and ps3 are being targetted because we all have such high expectations, and when it doesn't quite meet what we expect we can say 'i told you so'. people all hated the ps2 publicity, you all hate this publicity, what has it got to do with ps3 in the real world? so you may not believe it will change your life, but the sony e3 press conference was purely aimed at showing you real games, running real time, and just how amazing they're going to be. to me sony are a different sort of company to microsoft, who cana have a smarmy git like moore heading up their campaign with fake tatoos and his evil grin. nintendo appear to be happy to have the same sort of thing but instead of smarm they've gone for podgy... fine, whatever. but sony have always struck me as slightly less of a faceless evil corporation... i'm not sure i can convey my exact thoughts on this, but if you think of microsoft as a large white building with a small entrance/exit and a sunglasses clad security guard with a machine gun, then sony are more like a smaller, but more homely, store with a sort of old japanese guy selling birds in cages or something equally stereotypically quaint. nintendo? well i guess they'd have to have their whole building on a barge or something equally perverse. anyway, there are different approaches to pr, and though i agree sony haven't done theirs well, they needn't copy microsoft or nintendo in order to get it right... they just need to inform the left hand of what the right hand is up to.
i agree 100%. everyone seems to forget that amidst the hype of the PS2, there was quite a bit of negativity thrown about. while the Sony E3 conference didn't wow the masses, i don't think it was really supposed to. it seemed like Sony's been holding it's hand, as it knows that the largest issue the PS3 needed to surmount at E3 was "The Price," and the sting of it is still being felt(if you can call it a sting; personally, i understand the PS3 price, and not because of Blu Ray, but because, graphically, the best video cards on the PC are running you $600. Sony's giving you the equivilant of a $1500 PC, not including Blu Ray, for $600. if you added Blu Ray to the PC you'd be running $2000 and up). the reason why i still support Sony, is because they've had the best lineup of video games for the past 10 years, much like how Nintendo had the best lineup of video games for the 10 years preceding Sony. it's not an unreasonable logic, and yet, we get trashed and ridiculed and called all sorts of different kinds of stupid because we don't make a big deal out of the $600 price tag. if Sony was to suddenly lose that support (ie, Final Fantasy XIII and Metal Gear Solid 4 suddenly went to the 360, among other franchises), i'd have to move on. since it doesn't look like that's the case, well, i'll just have to save up a little bit more each paycheck. i have roughly 5 months to save up $600, and i've already put away $300. in other two, three weeks, i'll have saved up another $300. bam, my PS3 is practically paid for. any additional cash i save up (i'm aiming for $50 to $100 a week) will be for covering a warranty, extra controller, and the five launch games i'm eager to play again (Resistance, Untold Legends, and Warhawk, as well as picking up Marvel Ultimate Alliance, Brothers in Arms 3, and Mercenaries 2, if it makes it's reported launch date). people have this mentality here in America that if they, personally, don't purchase the system, it is doomed to fail. out of 100 million PS1 and PS2 players, i'm sure Sony can rustle up a million or two to purchase a unit come launch. and just like with the PS1 and PS2, the other 90 something million will purchase a unit when the price drops to something they *can* afford. everyone (from X Box fans, Nintendo fans, and Sony fans) need to just relax.
I can really see what your saying. I think Sony is being a little to arrogant, and over confident to win back popular support. Even if they aren't being arrogant, thats the way its coming across to people. I woulda gotten the PS3, but the price and then Kutaragi saying it was "cheap" really tightened my jaw... just a Wii for me. Thank you.
to cooljay but noooooo, he doesnt want to get that through his thick head. hope this helps him understand.
That man is a goldmine of quotes. He even trumps Hiroshi Yamauchi for the funniest stuff said >.>; *goes off to jack into the matrix to play toy story level graphics in real time*
every thing u said was a well done. every one keeps bashing people over and over about the consoles when the damn thing hasnt even come out. all theses rumors going around messing up people from buying a ps3 when launch. every one needs to chill and just wait till it comes out and stop bashing it.
jeeze, i finally stop, and now you are intentionally commenting on me? sounds a little like you trained a little too long at sony academy of PR... lol.. but now ill stop unless you want to have more personal attacks on me
...to get a console based on what the PR says, then, well, I feel bad for you. The PR is not the actual system and doesn't even have anything to do with the reason for purchasing a system (i.e. games/media/etc).
If a companies PR is bad then their image will be negative, if they're image is negative no one will buy their products, if no one buys their products they go out of business. If PR didn't matter businesses like Microsoft ,Nintendo and Sony wouldn't spend tens of millions of dollars a year on it.
would you buy a ford car if ford killed pandas and used their blood as fuel, even if it saved you $6,000 every year in gas? thats a little extreme but you get the picture. nobody wants to buy a product from "the bad guy"
i was just Fu..cuking wit ya :]
that's 6k more i could spend on drugs/video games
I feel that Sony is confused at the moment. Almost like they thought that they didn't need such effort put into PR because well... it's Playstation, they lead the console race and everyone should know that... ha, *****y but it's also a thorn in their side because the other companies are stepping up with their PR which is catching Sony somewhat offguard. Sony does need a figure head, an Image man and I'm not saying Phil isn't the man to do it.... but if he is to lead the PR team he has to take bold action and proudly claim Sony's plans. I think the reason he seems so small and unimportant during this time of PS3 is because of all the secrets Sony has been keeping, all of the things he wasn't allowed to talke about just made it awkard during interview time.
Sony really seems to be keeping things close to the vest this time around, as, with the PS2, they revealed practically *everything* about the unit, which allowed Microsoft and Nintendo to make some spec adjustments to their respective hardware and outperform the PS2, leading to much "X Box and Gamecube look sooooo much better than PS2, therefore, PS2 is lame! (funny, though, how now that the Wii has graphics not on par with the PS3, and the 360 may *possibly* be a little less that the PS3, suddenly, their tune has changed, and graphics aren't important). i think Sony thinks of Microsoft as a real rival, as, during the PS1/N64 era, it just seemed like Nintendo curled up in a fetal position and gave up, continuing on through the GC era. the fact that the Wii "isn't competing" is another sign that Nintendo had a wake up call, but, much like Sega, lost their heart, and instead of roaring back fighting harder than ever, they stepped to the side and took themselves out of the fight. it's kind of dissappointing, really. anyway, since they view Microsoft as a genuine threat (though they'd never say that to the public of course), and the 360 could possibly be just as upgradable as a PS3, they're keeping their big secrets quiet, until Microsoft is fully, 100% commited to the 360 (say, after it's been out for a year), and they've passed the point of no return. i think at the Tokyo Game Show in three months (September), Sony will finally unviel all their plans for the PS3, and a few other surprises (i'm thinking Killzone will make an appearance, and Hideo Kojima may come out with a short, but playable demo of MGS4. the Final Fantasy XIII team are working on a playable demo for next years E3, so they may have some more video of real time gameplay to show off). Sony is taking a beating right now, they've taken a beating before, but that hasn't stopped them from being in the consumer electronic business for 60 years (which they celebrated that anniversary about a month ago), when other companies rose and fell numerous times during that time period. the fact that Microsoft has come so strong this time around, is just going to force Sony to try and come on stronger, and who's going to benefit? you know the answer to that: we will.
It may be negative press but all I see on gaming sites is "what Sony said or did today". I mean, Howard Stinger accidentally says Xbox 3 in an interview and it makes gamespot.com news. Peter Moore could drink 100 red bulls and fly off a building and he still wouldnt get that kind of press.
"Peter Moore could drink 100 red bulls and fly off a building and he still wouldnt get that kind of press." They have press with peter moore just having a chat with space ghost.... if you'd ask me..that is petty compared to flying off buildings.
Still you can't deny Sony has been in the press way more than Nintendo and Microsoft. Wether its postive or negative in Sony's part its good for them. People are starting to forget about the price tag of the PS3, and are looking forward to the release. The stragety has always worked, by staying quite while the hype untill now is through the roof, and would suprise everybody with new information later. Even for those who are buying a Wii and already have a 360 can't say they are anxious to it release, even a tiny bit.
"people are starting to forget about the price tag of the PS3, and are looking forward to the release" I don't think they are have forgotten the price...not yet... I am awaiting to see the launch list myself...that will cause me to either buy or not buy.
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