New York mayoral candidate Anthony Weiner, also known as Carlos Danger in the sexting world, issued an apology this week after more salacious text messages surfaced between him and a twenty-something Indiana woman. The messages were exchanged after he resigned from Congress in 2011 amid a sexting scandal, promising to rehabilitate. At his press conference this week, he and his wife Huma Abedin sought forgiveness and understanding. Meanwhile, the Web site on which the latest texts were revealed, TheDirty.com, is enjoying its 15 minutes of fame and women’s groups are at odds over whether his wife should stand by her man, or at least encourage him to drop out of the mayoral race.
Many have noted that Weiner has a “PR problem.” Surely, a crisis such as this requires a public relations strategy. And we know that Weiner’s camp is pretty good at PR, considering he rose from the ashes of the original sexting scandal two years ago to run for mayor of New York – and the polls had him to neck and neck with his competitors just a few days ago.
Tuesday’s press conference, however creepy it might have seemed to some, was a smart step forward for someone who refuses to quit the race. (I emphasize: it was a good media relations play for someone who’s still in the race.) His demeanor during the press conference was on the mark, as he was deferential to his wife, contrite and even-keeled. And the public is extremely forgiving, so Weiner has that going for him. Plus, as most media trainers would advise, he stayed on (his) message, noting: “This is not about me, this is about the fact that the middle class has people struggling to make it in this city.”
A good PR counselor would work hard to get the public to see him in a new light – that of a loyal but flawed husband, a doting father and a hard-working civil servant who will fight for New Yorkers.
But wouldn’t it be interesting if a PR counselor could advise someone like Weiner to do what’s right for the person (and arguably for the city of New York) and take the public relations strategy of no relations with the public? My advice to Weiner is to:
> Get help for his behavior — not for the after-effects
> Step away from the podium– forget about being mayor for now
> Become self-aware and learn to shun the spotlight
Lastly – putting it all in perspective, Weiner is not a criminal. He is a man with questionable character and integrity. He doesn’t have a PR problem. He has a personal issue that shouldn’t be the public’s problem.
— Diane Schwartz