By Kim Yoo-chul
LG Electronics is being criticized for attempting to pay the operator of a technology-related blog for writing a positive review about its latest smartphone.
TechCrunch, an influential technology media outlet favorably compared to CNET, disclosed that Burson Marsteller Korea, which handles global public relations for LG’s mobile business, asked it to write an in-depth review of specific features on the G2.
“I’d like to inquire about possible options on media tie-up opportunities with TechCrunch because LG is launching its new smartphone, the LG G2 in August. Product review of the LG G2 in comparison with competitor’s product ― 1:1 comparison or 1 against many ― including a torching test,” the document disclosed by TechCrunch reads.
The document also continued; “It would be great if you can propose the types of sponsored packages as well as rough pricing information on them.”
An LG spokesman said that Burson Marsteller approached the media on its own accord, stressing that LG did not request TechCrunch to write good reviews for its upcoming G2.
“There is a misunderstanding about this incident. Burson Marsteller has suggested a kind of package deal to TechCrunch’s advertisement department. An official at the department told Burson Marsteller to directly contact a reporter,” said the spokesman.
LG is pinning high hopes on the G2. Its Chief Financial Officer Jeong Do-hyun recently told investors and analysts that the G2 has been receiving warm responses from leading carriers in the United States and Europe and stressed the product would be “the hottest item” in its smartphone-making history.
LG is set to release the G2 on August 7 in New York at its own mobile unpacked event, said the company.
Mark C. Newman, senior analyst at Sanford C. Bernstein, recently said LG's smartphone sales momentum continues to be strong, while limited success in the high-end segment is hurting margins.