Everyone is entitled to a guilty pleasure or two (or five, but who's counting?), and you would be hard-pressed to come across an industry that benefits more from humanity's
hedonism than that of entertainment. After all, few things can get the public's attention more than Lindsay Lohan's club-hopping-turned-rehab-hopping, or Britney Spears' disastrous
"comeback" at the VMAs.
Yes, like with train wrecks, it's hard to look away from the dissolution of Hollywood glamour. But more than voyeuristic pleasures, these reputation blunders offer media
relations lessons from which, believe it or not, the senior-most communications executives could benefit. It is the quintessential example of clients calling the shots and
commanding the upper hand when a solid PR strategy should be their biggest concern - not to mention the risks that come along with celebrity spokespeople or unpredictable, high-
profile clients. These pop culture icons can school you in what's hot - and what's not - in working their media charm.
Reckless Wanderers
Britney Spears is the best-in-class example of what not to do - and what not to wear, but that's another story. The mother of two, twice-divorced former pop star has experienced
a brilliant fall from grace, and the media has devoured every misstep. But as far as spokespeople, no one seems to be able to manage her apparent madness, or even come close to
turning the tables in her favor. But really, in a case as dismal as hers, what exactly could a PR executive do to salvage her image?
"It depends on the degree of damage control that is required," says Mashariki Williamson, president of March Forth! Media & Events. "When a situation is so far out of
control, you almost can't address the media. Because things are changing everyday, saying too much can be to your detriment."
However, saying "no comment" has its fair share of landmines as well.
"It's a strategy that is led from personal fear, not being ready to answer or the legal team," says Mike Paul, president of MGP & Associates PR. "Obviously, there is a big
difference between the court of law and the court of public opinion. Saying 'no comment' implies or has perceived guilt. That is one of the oldest rules in the book."
If that's the case, what can a PR exec do when the media is partaking in a feeding frenzy, and their client is doing all the wrong things? If you are Spears' rep, it's simple:
You quit.
"PR executives can't be the 'yes' people in the room any longer," Paul says. "Walk away when there is a client that is doing something unethical."
While most PR execs don't represent personalities as troubled as Spears, most can relate to managing the reputation of a client or corporation that just can't seem to play by the
rules. Thus, it's important to consider these media relations best practices when you have a high-profile client on your hands:
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Know your facts: Communications executives should be more informed than their clients. Granted, they can't foresee a public meltdown, but they can understand the legal
issues ahead of time. What are the repercussions for various malfeasances? What are the "medical conditions" that could contribute to erratic behaviors?
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Know what your audiences expect: When you have a high-profile client whose brand is their personality, you can be sure that the public expects the unexpected. "Paris
[Hilton's] brand is based on controversy," Williamson says. "With Paris, the public is prepared for anything. Britney, on the other hand, defined herself early on as a squeaky-
clean pop princess and then spiraled out of control. The people managing her image had no idea what to do."
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Know the line: "We have created our own version of royalty in our celebrity and athlete culture," says Andy Gilman, president of CommCore Consulting. "There are different
standards that apply. On the other hand, when they cross the line, the public will react."
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Know your own limits: When a reputation is so far gone, communications execs must know when it's time to pull the plug. A client-agency relationship should be symbiotic, and
when their immorality compromises your own brand's values, it's time to talk away. Paul advises building in out-clauses in every contract that allow both parties to terminate the
relationship if expectations aren't being met.
Speak Softly & Carry A Big Stick
The other side of the celebrity-client coin is that of spokespeople and endorsements. Many brands see the value of bringing a high-profile name on board to get their message out
to key audiences, but this strategy is laden with risks, forcing many companies to sever their ties with spokespeople and taking financial hits in the process. Again, there are
ways to manage the potential risks while still reaping the rewards of celebrity; it just requires good judgment:
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Keep your industry in mind: "If you are a regulated industry, steer clear of any celebrities that give your product a bad name," Gilman says. Also ensure that your
spokesperson can honestly say "yes" when asked if they use your product.
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Put your brand first: "Focus on the company, the business and the brand," Gilman says. "You should never let your spokesperson/endorser overwhelm your client or brand. They
are there to help, not to become your brand."
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Work with legal: The legal department is integral in writing fool-proof contracts that enable the PR exec to sever ties whenever necessary. Power should be in the hands of
the company, not the spokesperson; the PR team works to barter the deal, but in the end, it always represents the brand or client, not the celebrity.
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Monitor, adjust, repeat: "There is a difference between being outrageous and doing something illegal," Gilman says. "It's important to monitor and adjust."
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Embrace constructive criticism: "The fact that you get some criticism from a columnist or a blogger should not in and of itself change your strategy," Gilman says.
"Criticism can often help your campaign. But then there's that fine line where you get an overwhelming number of reactions - that's when you adjust your strategy." PRN
CONTACTS:
Mashariki Williamson, [email protected]; Mike Paul, [email protected]; Andy Gilman, [email protected]
Acts Of Contrition
Lindsay Lohan: The Disney kid star-turned-criminal offender commands media attention for her every step (and misstep), and communicators can learn from her reputation's downhill
spiral: "It's a classic case of fool me once, shame on you. Fool me twice, shame on me," says Andy Gilman, president of CommCore Consulting. There is a big difference between
manipulating the media to benefit a reputation and going too far. Forgiveness is a limited resource.
Paris Hilton: Paris just might be the smartest dumb blonde in the spotlight. "She is very cunning," says Mashariki Williamson, president of March Forth! Media & Events. "She
has gotten exactly what she has always wanted to get. Paris manipulates the media exactly how she wants to." In doing so, she was able to turn her missteps (which were relatively
minor considering those of her peers) into "learning experiences," giving the public (and the media) reason to forgive without letting them forget.
Michael Vick: Vick's inhumane extracurricular activities certainly haven't boded well for his reputation (or his career), and he committed a number of cardinal communications
sins when facing the allegations of running an underground dog fighting ring. First, he rabidly denied the charges; when he eventually did admit his guilt, any redeeming qualities
of his public statement were marred by his betrayal of the public's trust. When at fault, the first words out of your mouth should be those of admission; the second should be those
of apology.