دانلود کتاب The Techlash and Tech Crisis Communication

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Half Title Page
Title Page
Copyright Page
Dedication Page
Contents
List of Figures
List of Tables
About the Author
Foreword
Acknowledgments
Introduction
The Research Background
What is “Techlash”?
Literature Review and the Main Methods
Outline of the Chapters
The pre-Techlash Era
The Techlash Era
The post-Techlash Era
The Pre-Techlash Era
Chapter 1:
Tech News and Tech Public Relations
The Rise of Computer Magazines
The Growing Interest in Tech in the Early 1990s
The Dot-Com Bubble in the Mid-1990s and Late 1990s
The Bubble Burst in the Early 2000s
The Rise of Tech Blogs in the Mid-2000s
The Early 2010s
Tech news in 2012
Apple. Apple had four peaks of coverage: launching the new iPad3, its annual WWDC, the iPhone 5 event, and introducing the MacBook Retina and iPad Mini (Fig. 3).
Google. Google’s most significant story in 2012 was its I/O Conference, revealing its new products, such as the Nexus 7 tablet, Android 4.1, and the Project Glass (with a live-action skydiving demo of the Augmented Reality glasses).
Facebook. Facebook’s main peak was its IPO day. There was a peak of coverage beforehand when it filed for IPO and afterward when the stock saw substantial loss (a decline in stock price from $38 to $27 in the first two weeks of trading). Consequently, its
Microsoft. Microsoft had a busy year of Product Journalism around Windows 8, the Windows Phone 8, and its expansion to the tablets market with the Surface tablet. Compared to those product launches, the fact that the company was stuck with a $1 billion fi
Yahoo. Yahoo’s main peak of coverage was when Marrisa Mayer became its new CEO. It followed the Scott Thompson’s “ResuMess scandal” (lying he had a computer science degree, he did not), and coverage of him stepping down from his job, his apology, and Ross
Viral content. In 2012, “PSY – Gangnam Style” was the most viewed (and liked) video ever on YouTube. Other viral hits were “KONY 2012,” a half-hour video about Ugandan guerrilla leader Joseph Kony (which started the worldwide #StopKony trend), and Felix B
Tech regulation. The keyword “Regulation” generated one big story that happened at the beginning of 2012: the online protest against SOPA/PIPA (the Stop Online Privacy Act and the Protect IP Act). It included a (full or partial) “blackout” of Craigslist,
Product Journalism. The combination of all of the timelines illustrates the point of the Product Journalism concept, as it was, by far, the most dominant type of coverage for the leading tech companies.
The Techlash Era
Chapter 2:Big Tech – Big Scandals
The Emerging Techlash Background
Tech’s Biggest Scandals in 2017
Apple
Uber
Facebook
Google (Alphabet)
Twitter
Samsung
Data breaches and cybersecurity attacks
Yahoo (Altaba, Oath). Yahoo’s three peaks of coverage were around its past data breaches:
Microsoft. Microsoft had its regular coverage with the “Microsoft Build” conference and the E3 Xbox event. However, in May, it also experienced the first global ransomware outbreak, the “WannaCry” attack, which shut down significant organizations. The cyb
Equifax. Equifax didn’t have any media attention until its dramatic announcement in September 2017. The credit rating firm revealed that the personal information of nearly 145 million customers (about half of the US population) had been stolen, making it
Why not these Companies?
Amazon. Amazon’s three main peaks of coverage in 2017 were the Whole Food acquisition (which the FTC allowed), when it launched the search for a second headquarter in North America, and when the Amazon Prime video app arrived on Apple TV.
IBM. IBM’s four main peaks of coverage in 2017 were when it launched a new Q division to commercialize quantum computing; announced that the IBM Z mainframe keeps everything encrypted; when it joined other tech firms to slam Donald Trump for ending the DA
Intel. Intel’s four main peaks of coverage in 2017 were when its CEO met with Trump and announced a $7 billion investment in an Arizona factory; when it bought Israel’s Mobileye for more than $15 billion (autonomous driving tech); during Computex, it reve
Tesla. Tesla’s three main peaks of coverage in 2017 were when Model 3 began production; its Q2 earnings (e.g., 1,800 Model 3 reservations per day); and when it revealed the Tesla Roadster (sports car) and a new semi-truck.
Even Apple and Microsoft. Looking at the Techlash’s pivotal year (2017), two top-valued tech giants – Apple and Microsoft – generated less scrutiny in general and in comparison to the advertising-based companies in particular.
Tech Giants – from Saviors to Threats
The broader shift in Tech Coverage
The Formation of the Techlash: Tech Media and
PR Perceptions
The aftermath of Trump’s victory
Cambridge Analytica’s “firestorm”. “In the tech-backlash shift, there is such a competition for eyeballs and headlines, that you got to find the next ‘fire festival,’” said the PR professional, Brett Weiner.63 The Cambridge Analytica scandal provided the
Pack Journalism: Techlash agenda across all the news media
The tech companies’ scale and bigness
The Political Pushback
Moral Panic, Anyone?
Lack of diversity
Chapter 3:
Tech Crisis Communication
Background to Crisis Communication
Big Tech – Big Scandals – Little Responsibility
Scapegoat-Excuse-Reminder-Victimage (SERV)
Backlash: It is the art of avoiding responsibility. “There is still DNA in Silicon Valley that most technology companies are trying to innovate and to do the right things. Some do fall victim, have created something that is used in ways that the founders
Pseudo-apologies and “we need to do better”
Actions should Follow Words. The increased use of pseudo-apologies as a crisis strategy backfired, as well. For instance, following “Facebook’s apology tour” in 2017,35 the criticism addressed the impression that the apologies were tangled with reducing r
Corrective Action Messages
They ignore the system. The companies’ corrective action messages drew their own discontents. For example, Kashmir Hill from the New York Times told me she finds it frustrating when “they don’t really take corrective action. Journalists point-out problems
“But Our Work Will Never be Done”
Because you Avoid Fundamental Changes. The sentence that drew most of the reactions from the research interviewees was, “But our work will never be done.” Perhaps since this phrase symbolizes the never-ending challenge.
Exceptions: Denied allegations or “No Comment”
Both are used to Buy More Time. The anonymous senior PR executive suggested that even before the first step of the “Tech PR template for crises” (summarized in the next section), there is a lot of times that the strategy is a simple denial: “We are aware
Tech PR template for crises
Continual use of the Tech PR Template. The tech companies, who used the typical “tech crisis communication” in 2017, realized that each of its crisis response strategies backfired and sparked a further backlash against them. Nonetheless, looking at their
The role of humanity Versus Technology
Chapter 4:
Evolving Techlash Issues
From Techno-Utopianism to Techno-Dystopianism
Techlash books (2017–2019)
Deteriorated Trust in Big Tech
Usage is Growing and Tech Companies are Thriving
Tech Regulation
Tech Conferences and Interviews with Tech CEOs
Tech Employees’ Activism
More Investigative Stories
Some Positive Views
The Post-Techlash Era
Chapter 5:
Never-ending Criticism?
The Techlash’s Shortest Pause: COVID-19 and
“Tech Deserves a Second Honeymoon” Phase
Tech Giants – From Saviors back to Threats
Tech Coverage and Tech PR Moving Forward
Recommendations for Future Studies
Appendix
Methodology
Tech Media Collection and Analysis
Keywords
Research Tool and Timelines Analysis
Tech PR Collection and Analysis
Constant Comparison Analysis
Expert Interviews
Notes
Introduction
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Appendix
References
Index