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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Recommendation Re: Foster the People

In a recent assignment for my public relations management class, I had to pretend that I am a PR associate at Columbia Records where I was given the task of helping to plan for the May 24 release of Torches, the debut album from Foster the People. Foster the people is an indie band from LA that formed in 2009 and has since enjoyed a growing underground popularity, fueled by the blogosphere, college radio, music critics, and touring small clubs across the U.S.

The assignment was as follows:
An appearance on “Late Night with Jimmy Fallon” is booked for the night of May 24, in line with the CD release.  Posing a potential problem, however, is the fact that their biggest hit is about an isolated youth who fantasizes about using his father’s gun on other kids.  In fact, you have been assigned to this project because your company received a warning from Mothers Against Gun Violence that they plan to picket the Fallon show.

Below, I have posted my brief recommendation to the company as how to handle the complications. You will see the overall goal, a couple of objectives and some strategies on how to best fulfill those objectives.

Recommendation Re: Foster the People

Goal   

The main goal of what needs to be achieved is an overall feel from the public that the members of the band do not condone violent behavior. It needs to be made clear that not only do they not approve of egregious violence but also they especially don’t approve of the actions that are described in their hit song.

Objective #1

To make clear to the audiences of blogs, college radio stations, music critics and small music clubs that they don’t necessarily agree with or condone the actions taken place in their hit song.

Strategy

1. Prior to the appearance on Late Night with Jimmy Fallon, the members of the band must go on college radio stations and talk to the listener.
2. Prior to the appearance on Late Night with Jimmy Fallon, the members of the band or one of their representatives must contact major news outlets to explain what was stated in the objective. That way, when groups protest, the journalists will already have statements ready from the band.

Objective #2

To show the members of Mothers Against Gun Violence that the members of the band are sincere in what they say in the goal and objective #1.

Strategy

1. The band can host an event or have a special place at their next performance where people can donate to a charity or cause that is related to anti-violence.
2. The band can also choose to match donations.

Messages to Media

1. Music is an art just like photography, painting and sculpture. Even though some forms of art and what they depict aren’t agreed with, it does not mean that it’s voice must be held back.
2. The point of art is to make people stop and feel what is going on. That’s what we’re doing with our music. Though we don’t condone what is heard, if art doesn’t make people feel something different, then what is the point of making art at all

Credit: Some of the description of the assignment and it’s ideas belong to David Porges, PR Management professor and U.S. Regional Operations & Pacific Southwest Leader of Community Involvement for Deloitte Services LP.

 

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