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The
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September 30th, 2003 Can This Reputation Be Saved?
The Recording Industry
So
far, the RIAA
has made a lot of headline-grabbing threats about going after companies
and individuals that support file sharing of music. But after months
of headlines and threats they finally landed the big one: master criminal
Brianna Lahara, aged 12. And the gigantic fine: $2000, paid by her mother.
(For more, read this.) You can't fault them for their PR efficiencies. Getting someone to pay you to flog your story is a pretty neat trick. But the RIAA—who threatened file sharers with fines of up to $150,000—looks pretty silly going after 12-year-old honor students for a fraction of that. But then, you know that the deal that was cut had more to do with key message communication than it ever did with prosecution. And one might argue that that is what PR is all about: generating headlines to get your message across. But the dark side of that coin is when the sum total of those headlines and message actually diminish your reputation and credibility. The point
is that the RIAA increasingly comes across as an anachronistic throwback
to 19th Century copyright laws. They are the classic bluff and bluster
comic book cops that are all about threats and are totally cut off from
21st Century reality. They clearly haven't read The Cluetrain Manifesto
(buy it at the Measurement
Mall) and have no idea what is being said about them in cyberspace.
Ultimately, while they may have the law on their side, their pompous
statements continue to undermine their credibility—and their reputation—daily.
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