Sony’s PSN Gets Hacked ( Bad PR)

The Situation:

Unfortunately for Sony and it’s users, the Sony Playstation Network was taken down just before Easter this year. The Playstation Network or, PSN, is a network on their console gaming system that allows users to buy games, movies, play games with other users online and a whole host of other things.

At first, Sony did not come out and say what the issue was and why the network was taken down. It then came to light that their network was hacked. As a response to Sony hassling and suing another “hacker” for jailbreaking the PS3, some rogue hackers from the group “Anonymous” hacked the PSN and was able to retrieve names, addresses, phone numbers, usernames, passwords, birth dates and even credit card numbers. Also, the PSN hack has affected more than 70 million users.

This details of the hack and the reason why they took the PSN down were officially released by Sony over a week later on their blog.

The PR Angle:

One of the biggest mistakes that Sony made was that they waited over a week to announce why the network went down. In that time, people could have alerted their credit card companies and canceled credit cards. In Sony’s defense, they stated that they had gotten help from a security team to help figure out what had happened and then took all the information they got and shaped it into a presentable format. They said as soon as they had everything they needed, they released the information. In the world of PR, waiting that long to release information that could affect people’s credit and identity is simply not an option.

Also, it was discovered that Sony was keeping users information on the servers in plain text. It was not encrypted in any way. The credit card information was hashed so it would be difficult for hackers to get the numbers, but they are still technically retrievable. As far as the names, usernames, emails and all of the other relevant information, anyone with access can read all the information the same as you’re reading this.

Another point is how they decided to finally release the information that they found. They didn’t hold a press conference, they didn’t immediately email users, they decided to write a post on the Sony PSN blog. If you didn’t know that there was a blog or that the PSN was even hacked, you would never even think to check there and you would maybe never know that your private information was in the hands of malicious hackers.

Lastly, the cherry on the top comes from Sony’s second-rate apology. They did say that they were sorry and are offering some free things to its users. The greatest thing is that they are paying for and giving every user an insurance policy that insures credit fraud up to 1 million dollars. The slap in the face though is the poor choice of tangible freebies. Users are able to choose two games from a pot of four that either came out a very long time ago and are probably already owned by most users, or games that do not have any real value. Also, users are able to choose from a select few movies to rent for free.  Another thing users were given was a free one month subscription to Playstation Plus.

Even though the hack took place about a month ago, I still feel it is relevant and that people should know about it because Sony’s online networks are actually still being hacked. After the major PSN hack, other Sony online properties started to go down. Like Sony Online Entertainment, which is the PC side of its online gaming market, and also some of its online music properties, the services were hacked and user’s information was stolen. After adding on those hacks to the original one on the PSN, the affected users count reaches above 140 million.

Guaranteed, Sony has lost many users and even consumers who were thinking about purchasing a PS3 are now turned off from that idea. With their half-baked sorry and their lousy selection of free gifts, who would go back or trust them now? If you’re a PSN user, are you going to go back to using your PS3 or are you going to sell it on eBay or Craigslist? Leave your comments below.

PSN FAQ – Restoration Questions Answered (May 16)

Kazuo Hirai: PlayStation Network Restoration Announcement

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A Few Reasons Why A Level 5 Company Can Use Proper Communications

Communications is a very important concept in all organizations. It is a tool that almost anyone can take advantage of and if it is not put to good use, an organization can miss out on quality exposure and opportunities to do better by their organization. If used improperly it can single handedly ruin any organization.

            From what I understand, level 5 companies are those that are not out to make a quick buck. They are not there to undermine the public and cheat their employees to make more money. They are powerful organizations that realize what power they have but don’t use it to take advantage of others. It took a little bit of research to find out what it even meant to be an organization that runs at level 5. This is definitely something that a communications department can do for a company like that.

            I found it odd that it took me over 15 minutes to find out what a level 5 company was and when I did, I didn’t even get any examples of what organizations operate at level 5. An organization that has that status needs to get that information out in the open. I, and I’m sure many other consumers, would prefer to buy or use products that come from a company that operates at level 5. Consumers need to know what level 5 means and that a certain company operates at that level. To be the one company that sets themselves apart and gets the word out about their status, it would do them well.

            Also, internal communications is a big deal in a level 5 organization. All employees and even volunteers need to be on the same page as far as what the goals and objectives are for the organization. At all times they must be able to portray what the organization represents. A communications department can help organize that.

            A communications team can also help the organization stay ethical. Ethics is the key to staying at level 5. A big slip up can take away that status and with a team of public relations professionals at the side of the organization, they can help lead it in the right direction when certain events and opportunities arise.

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