The proposed Verizon bill-pay fee: Was it just a negative to positive publicity stunt?

On December 29, Verizon announced the institution of a $2 convenience fee for customers who pay their bills online or by phone. Three days later, Verizon announces that in response to customer feedback, the company will not institute these charges after all.

Now Verizon is being widely praised for listening to its client’s concerns and consumers are celebrating a little victory.

To me it seems a very cheap way for Verizon to get its brand name all over the media, generate a little controversy and reverse their stance to look like a caring company.

If I threaten to shoot your dog at midnight, you complain and at 11:59 I tell you I’ve decided your dog shall live after all, am I a great person for showing mercy or am I still a dick for making the threat in the first place?

Maybe this wasn’t the plan, but could reversing an unpopular decision be considered effective marketing strategy?