Atleast He Tried...PREP2

So Harold Burson was caught indirectly trying to sabotage Google for his client, Facebook. Did it fail? Yes. Was it a good shot? Sure. But was it the best avenue he could've taken while representing Facebook? Probably not.

Look at it this way, Facebook was concerned about Google's new "Social Circle" feature, which is totally understandable, it could potentially effect sales. So Burson sent two representatives out to spread the word about the deficits of the Google product. What got the suspicion going was when Burson refused to reveal his client; nonetheless, insulting the bloggers. USA Today released an incriminating story highlighting the attempt of a smear campaign and Facebook quickly disjointed itself from Burson's company saying they had no intention of a smear campaign.

All the while, Google is chilling to the side not commenting on the issue but reporting that they are aware of the allegations, they are just focused on promoting "new products". Well played Google, well played.

Burson should've tried appealing to the masses in a non-negative way. Smear campaigns never end well. Honestly, Facebook's marketing team should've been running in third gear trying to promote why it's better and giving something new. In turn, Burson could've just piggy-backed off of that and planned a 'revitalization' event for Facebook, explaining why Facebook is the best promoting its services. Burson promotes his marketing-oriented PR that is supposed "to help clients sell their goods and services, maintain favorable market for their stock, and foster harmonious relations with employees." See words "harmonious" and "favorable."

What I do give him credit for is the under the rug tactic that was at the beginning, before it all blew up. If the bloggers wouldn't have been upset and outted the story, this could have been a great example of an indirect PR tactic. Except, it didn't work out and he didn't even try to spin it at the end somehow like, "As a company, Facebook has every right to be anxious about the wellbeing of the internet population,"

I also give him credit for not outing his client. Just like doctors, teachers and psychologists, professionals are permitted to allow confidentiality in the exchange of services. It builds trust.
So Burson, I give you credit for trying, I think I see what you were intending to achieve.