As part of the Counselors Academy study, we asked respondents
what they would do specifically public relations-wise for several
executives facing trial. Most of the opinions were serious, but a
few had tongue-firmly-tucked-in-cheek.
Richard Grasso: "While no lawsuit or trial has occurred here,
Grasso needs to: 1) admit that it was inappropriate to accept the
compensation at the time it occurred and 2) in doing so, do what he
can to do the right thing for the NYSE versus the arrogant thing
which he currently has done (taking the money and running)."
Michael Jackson: "He's creating a circus atmosphere and making a
mockery of the judicial system. His legal team is obviously trying
to intimidate any and all who would oppose the King of Pop. That is
a major PR liability. He should show respect to the system and
others and behave with dignity."
John Rigas: "Become Richard Grasso's business partner in the
Cayman Islands."
Richard Scrushy: "Heavily market the new CEO and his or her
accomplishments, consider a statement of the new CEO on how to
rectify the situation."
Martha Stewart: "She should lay low during the trial, but be
prepared for both verdicts. Chances are, she will not have to serve
jail time and will still need to run her company. That said, a
comprehensive PR program should be and probably is in the
wings."
Scott Sullivan: "He's a crook and he should just do his time. No
amount of PR can help this guy."
For a full viewing of suggestions on how the defendants can
separate themselves from the pack, go to www.counselorsacademy.org.
Methodology: Leadership Pulse is conducted for the Counselors
Academy of PRSA and PR NEWS by SurveyMonkey, an online survey
methodology research organization. Surveys are conducted
periodically via push e-mail and Web site questionnaire among a
sample size of 600 owners, partners, and senior executives of major
PR firms nationwide.