
ELECTRIC NEWS
OH ODEX
IT'S BEEN A PR DISASTER
By Liew Hanqing
September 06, 2007
ON the surface, it was a righteous enforcement exercise. Good money was spent hiring top lawyers. The weight of the law was on their side.
But did local anime distributor Odex, now perceived as 'download enemy No 1', neglect a critical aspect of their action?
We're talking about public relations (PR). We're talking about being upfront and open - early.
Could the public relations nightmare it now faces have been avoided with a bit more transparency?
Last week, the beleaguered company finally organised a press conference to set the record straight. It was reactive, rather than proactive.
After nearly a month, it finally refuted rife public speculation that it could make up to $15 million in payments from errant downloaders, and accusations that it was a heavy-handed bully which targeted teenagers in its crackdown.
The answers are now out in the open. But whether they will placate the Internet community is another question.
Before the press conference, Odex kept mum about how much it had received, what they intend to do with the money, and how many letters it had sent to those who allegedly downloaded anime illegally.
Now, it says an independent auditor will look over all the company's accounts on its collections and the costs of its enforcement to make sure they are above board. And, after deducting the enforcement costs, the remainder, if any, will go to charity.
Odex may have realised that it should have been more transparent to begin with, but its tardiness has cost it dearly.
The company's crackdown led to a public outcry, including death threats against director Stephen Sing, an anti-Odex T-shirt campaign, and an online flaming war.
Public relations veteran RickClements, head of Rick Clements and Associates, thinks Odex could have handled the matter better.
He said: 'Regardless of the company's legal rights, it was never going to be easy for Odex to win public support.
'Freeloading is wrong and Odex could not be expected to sit back and do nothing, but it should have given more thought to the PR implications of its actions.'
Mr Clements said he feels that Odex should have taken a gentler and more persuasive approach.
'This would give the offenders time to make a fair and more affordable settlement. No doubt this would have meant a longer PR campaign, but not as long as it will take Odex to repair its reputation,' he said.
And it does seem like Odex is pulling out all the stops to make peace with the community.
In a 3 Sep announcement made on the company's online forum, director Stephen Sing said Odex would not send anymore letters to downloaders it has identified with a recent history of illegal downloading - provided they stop the downloading activities immediately.
He also expressed regret over a remark he made on an online forum - about having 'double-sixed' (a gaming term for hitting) downloaders, which resulted in him getting flamed.
REPAIRING BRIDGES
He wrote: 'That is entirely my fault, and it has nothing to do with Odex as a whole. On hindsight, I admit that it was a flippant remark, and I could have been more sensitive about it.'
Apologies aside, the question remains whether Odex's willingness to be forthcoming is enough to repair the bridges it has burned.
Managing director Peter Go said he is confident the company will win back the public's trust.
But Mr Clements says this will be an uphill task.
'Although Odex has offered explanations and clarifications, it is now a damage limitation exercise.'