Activision to Improve Image with Better PR Not Better Reality
The answer to every executive's problem.
It could be argued that a group of gamers, if not most gamers on the Internet, hold a lot of animosity towards Activision and its practices. That's certainly an argument that COO Thomas Tippl agrees with, stating in a recent interview that the publisher needs to improve its image.
"Whenever you become #1 in any industry, you automatically get a target painted on your back. You've got to be able to live with that," Tippl said. "There are many things we can probably do better in the way we communicate with the communities so that we don't run the risk that certain things get pulled out of context and blown out of proportion."
OK, so the first step is admitting you have a problem. Tippl counters that by stating Activision was the only company to see success in 2009. He also raises eyebrows with his idea for dealing with the gamer animosity problem:
"Now, can we do a better job from a PR and community management perspective? I think we can. We are focused on doing that, but you will always have a vocal minority that no matter what you do they're not going to be happy."
A better job in of PR and managing the community? Obviously the tactic of producing and pricing product so that it doesn't need defending or community management is the last thing anybody would do.
"Whenever you become #1 in any industry, you automatically get a target painted on your back. You've got to be able to live with that," Tippl said. "There are many things we can probably do better in the way we communicate with the communities so that we don't run the risk that certain things get pulled out of context and blown out of proportion."
OK, so the first step is admitting you have a problem. Tippl counters that by stating Activision was the only company to see success in 2009. He also raises eyebrows with his idea for dealing with the gamer animosity problem:
"Now, can we do a better job from a PR and community management perspective? I think we can. We are focused on doing that, but you will always have a vocal minority that no matter what you do they're not going to be happy."
A better job in of PR and managing the community? Obviously the tactic of producing and pricing product so that it doesn't need defending or community management is the last thing anybody would do.
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