National Semiconductor fails to follow through

National Semiconductor can't seem to follow through with it's PRWeek cover story. They gained phenomenal press for "equipping" all of its 8,500 employees with video iPods as a reward for their best financial year ever, but the tables have turned.

Apparently their iPods were not gifts, but were merely company property that they would allow for personal use. When 35 employees at their Arlington plant were fired, National Semiconductor asked for the iPods back.

It is one thing to pull a stunt to show how well your company is doing and show your appreciation to your employees, but it is a whole different ballgame when your initial intentions are not 100% honest and you must knowingly dance around the issue with the language in your press releases.