Comment Re:That's pretty much what they did (Score 2) 576
The best move, from his company's perspective, would be to fire him and go "under new management."
Did you read the response from N-Control? They are trying to put as much distance between that guy and the company as they can.
I wonder if this Paul Cristoforo has pioneered a new PR strategy for startups though. . . hire him, or someone like him, to stir up a big pot of controversy, publicly fire him saying you had NO IDEA he was going to abuse his position, and release press releases talking about how great your products are for disabled people/kids/other sympathetic group, etc. Get the public to view your company as another victim of his abuse and try to get them to feel bad for you and good about your products, while transferring their rage to the "rogue employee/consultant".
Sort of Good Cop/Bad Cop for startups.
I figure it'll work just as well as any other tactic: it's new until it's old. The first time it's done intentionally, people will eat it up. The second, it'll raise some eyebrows. Thereafter, regardless of intent, anytime a douchebag PR representative acts out, people will point at the hiring company and say "look, this company is intentionally hiring douchebags for 'viral' PR."
In this case, N-Control's marketing success (regardless of whether or not this was intentional) depends entirely on them successfully distancing themselves from the original PR firm. If you're tagged as intentionally hiring douchebags, that's going to be a lot more difficult to accomplish.
The success of this tactic is still not decided; in fact, we won't know until N-Control releases sales information. Any number of things can happen:
- Initial product exposure could increase sales
- Likewise, customers may not be able (or willing) to differentiate between N-Control and its PR firm, and sales may be lost.
- People may see N-Control's response and decide to buy the product in support of their corporate anti-douchebaggery.
- People may want to send the message to companies that one should carefully profile one's PR firm, and boycott or cancel orders.
Either way, it's an interesting new circumstance; let's wait and see!