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To be fair, the advertising failure of HQ2 is not entirely the fault of Amazon. The highly political environment of New York and its inability to include all stakeholders in the application process add to the growing opposition.
Nevertheless, the fallout shows how Amazon has missed an exceptional opportunity to generate goodwill and create a positive business climate in the country's businesses, according to Pallavi Kumar, professor of communication at the American University.
For example, said Kumar, Amazon could have chosen a troubled city, such as Detroit, rather than economically prosperous regions such as New York and Northern Virginia. That would have completely changed the story, creating stories about how a tech giant could have "deep positive effects" on a city that is looking to bounce back, she said.
"Think of the number of other great stories that would have been generated for years to come," Kumar said.
The public reaction on HQ2 has been compounded by Amazon's lack of transparency, which explains why it has launched a public tender call process, said Toni D'Angelo, professor of public relations at Syracuse University. If he had clearly explained why he was looking for a new location in such an unusual way and what the motives were, while also involving local representatives more to alleviate concerns, Amazon might have seen a different result, did it? -he declares.
"Organizing an auction on such a large scale amplifies the pressure exerted on Amazon to both deliver the goods and minimize the" inconveniences "." It's now an unexpected defensive stance that has been accentuated by the hoopla that He created. "
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