Public relations concerns the court of public opinion and often that opinion is shaped by news media, social media and just general water cooler and kitchen table conversations. So, it’s important in the PR world to be pro-active and have a strategy for the everyday as well as the unforeseen and even the crisis situations. The plan should include being honest with the public and if craziness was involved, a humbling apology to constituents. In addition, you must do what it takes to be likable to the media. When there are legal or potential legal matters, a PR plan might not be in sync with a legal plan where “you have the right to remain silent and anything you say can and will be used against you.” PR teams are hired to protect and improve image and brands; attorneys are hired to prevent lawsuits and prison sentences – not always a happy marriage.
Three recent newsmakers illustrate the disconnect:
- Alex Rodriguez – the New York Yankees superstar who sort of admitted to using performance enhancing drugs
- Maureen McDonnell – the former first lady of Virginia, thrown under the bus by her husband during their jury trial for corruption
- Bill Cosby – the comedian who has been accused by countless women of unwanted sexual advances
In all three cases, the possibility of legal consequences, among other things, prevented them from implementing a sensible public relations campaign and these once beloved and respected public figures have now officially moved to villain status. Of course, if there is a possibility of prison, who wouldn’t listen to their attorney, but from a public relations standpoint, here is how they should have handled their situations.
Alex Rodriquez has had so many PR gaffes (remember the picture he released, kissing himself in the mirror?) so in the interest of space, we will address his most recent decision to issue a statement to the fans about his suspension. Although it was a nice touch to have a hand-written note and he did apologize, the note sounded like it was crafted by his lawyers and certainly did not come from the heart. He should have done a press conference, admitted his mistakes, said he was sorry and ate humble pie with the media. He should have stood there and taken every question. He should have been patient and obliging and promised to follow the rules. And then, to improve his standing for the long haul, follow through on his word to do better.
The former first lady of Virginia was on trial for various corruption charges and the following testimony came out during her trial:
- She was called a “nut bag” by a former employee.
- Her daughter said she had a “mild obsession” with the man who lavished gifts to her and her family.
- Bob McDonnell (her husband and the former governor) used a “throw my wife under the bus” defense to blame everything on her and deflect all responsibility from himself.
Although some have speculated this might have been the legal strategy to get them both cleared, it failed for Maureen because she was found guilty AND she came out looking like a monster who could be bought with a shopping spree and an attentive male. She should have gone into crisis mode as soon as she was under investigation and presented herself the way many saw her – a loving mother, self-sacrificing wife, loyal friend, person of sincere faith and smart business woman. If she was not able to bring her case directly to the media, friends and family should have intervened on her behalf. She finally spoke up at her sentencing – too little, too late:
The venom from that serpent has poisoned my marriage, my family, and this Commonwealth that I love. I started a chain offense that I blame no one but myself.
Bill Cosby
Where to begin? It was best articulated on The Marketing Mojo Show by John Undeland, President of Undeland Associates. Listen to his thoughts below.
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These high profile cases highlight why it’s necessary for PR and legal teams to work in harmony.
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