Keeping it on the Sunny Side: Airbnb's Successful Approach

I’m a happy customer of Airbnb, and I’m pretty impressed with their current public affairs campaign as well, which aims to put a positive spin on the company’s short-term rental business.

In a series of radio and TV ads running in the Bay Area, Airbnb goes on the offensive and points out the economic and social benefits the service provides. The ads assert that Airbnb makes it easier for renters and homeowners to afford their homes in this pricey region, and that the service helps to spread tourism dollars around to local shops that might otherwise be spent at standard tourist attractions.I think it’s a pretty good argument, one that shows the power of taking a positive approach, rather than being defensive or going negative.

Airbnb is likely running the ads to counter political attempts to portray the service negatively, including charges that hosts may evade hotel taxes and take housing stock out of the market. Given the massive popularity of the service, they could have chosen to go negative, rallying their users and attacking politicians and special interests.

I’ve long advocated presenting a positive story whenever possible, one that focuses on the good that a company does, what its goals and mission are, and how it is working to create a better future. Every business I’ve ever worked with has had such a story to tell, but I often find that clients initially want to adopt a defensive stance and counter-attack against competitors and critics.

I try to bring to the conversation the wider perspective, since executives are so often immersed in their businesses that they can’t see the forest for the trees. I’m glad to say that it works most of the time.

What’s your perspective? Is it always good to start with the positive approach if you can, or are their legitimate times to go negative? I’d like to hear your thoughts.