What a dilemma. You are a 17 billion dollar technology firm, known for developing the technology application that supports the burgeoning car-hiring business, and most recently for expanding into music streaming by partnering with Spotify. Then one of your key executives is recorded, Mitt Romney-style, as he tells a reporter at a business gathering that the company should deal with negative publicity by doing “opposition research” on reporters and exposing their private lives in retaliation. Now what?

This is where hot tech start-up Uber is at the moment. The executive is Uber Vice President Emil Michael, a key figure in the company’s growth and success.  At a private company dinner in New York, he speculated that Uber could spend $1 million to hire a team to do the equivalent of “opposition research” on journalists who were critical of Uber, to dig into their private lives and family secrets. A reporter from BuzzFeed who was a guest at the event made Michael’s off-the-cuff comments public, setting off several rounds of high visibility attacks from various quarters—Sen. Al Franken called for an investigation—and apologies from Uber management, including Michael, whose statement said…

“The remarks attributed to me at a private dinner – borne out of frustration during an informal debate over what I feel is sensationalistic media coverage of the company I am proud to work for – do not reflect my actual views and have no relation to the company’s views or approach. They were wrong no matter the circumstance and I regret them.”

I rate this a category 7 apology on the Ethics Alarms apology scale: Continue reading →