What would you do?
By Jerry Brown, APR
www.pr-impact.com
What would you do?
I found that question from MMMM reader Neil Hrab of Toronto in my mailbox last week — along with a New York Post story about billboards put up in three cities by the jilted mistress of Charles E. Phillips, president of Oracle and a member of President Obama’s Economic Recovery Advisory Board.
My answer: I wouldn’t do anything to respond publicly to the billboards.
That’s essentially what Phillips did. Phillips and his wife filed for divorce in 2008, but recently decided to get back together. That’s what prompted the billboards. He issued a statement acknowledging he had an eight-year “serious relationship” with YaVaughnie Wilkins that “has since ended, and we both wish each other well.” Except for that, he’s had no public response. Good choice.
Why? Because most of us aren’t affected by what’s happening. Except for the curiosity factor of someone spending a lot of money to publicize being jilted — estimates I’ve seen ranged from tens of thousands of dollars to as much as $500,000 — most of us don’t care.
So, anything Phillips does to respond publicly would simply keep an embarrassing story alive.
In fact, at least one of the billboards has already come down. So, has the Web site that showed pictures of Phillips and Wilkins together during the eight years of their relationship. Maybe Wilkins figured out she was making herself look foolish. Or maybe Phillips’ attorneys intervened with a cease-and-desist letter that worked. Remember, I said I wouldn’t respond publicly to the billboards. Legal action to shut down defamation is another matter.
The billboard incident brings to mind three other troubled marriages that have been in the news recently. Each will have a different impact on the careers of the principals involved. And that, too, offers an interesting lesson in crisis communication. For example:
- John Edwards. His political career is done, thanks to his infidelity. The former presidential candidate finally admitted last week what most of us suspected — he’s the father of the baby girl born to Rielle Hunter, the woman he was sleeping with while running for president and his wife was undergoing treatment for cancer. His political career is done. Not only did he cheat on a woman liked by the public, he’s lied about it repeatedly. New disclosures — acknowledging the affair, acknowledging it continued while his wife was sick and finally admitting he’s the father of the baby — have come one by one and only after he had no choice but to admit them. It’s hard to see how he can resurrect a political career, which involves asking the public to trust him.
- Tiger Woods. His image and bank account have both taken big hits. His marriage may be over. But if he continues winning whenever he returns to the PGA tour, he’ll quickly regain his standing as the world’s greatest golfer. Working on his personal reputation will be important, too — if for no other reason than regaining some of his lost sponsorships. But that one will be tougher.
- Angelina Jolie and Brad Pitt. Technically, not married. But apparently splitting up. Not likely to affect the career of either one of them. If anything, the publicity will prove to be a plus for both. Why won’t a breakup affect Pitt and Jolie the way infidelity hurt John Edwards and Tiger Woods? What happened with Edwards and Woods violated their public personas. Not true with Pitt and Jolie.
One final thought. I always remind media training clients about their Media Miranda Rights. When a reporter calls, you have the right to remain silent. If you give up your right to remain silent, anything you say can be used in a story and attributed to you. Sometimes it makes sense to talk to reporters. But not always.
All of the principals involved in the problems discussed above have good reasons to keep quiet. At times, so will you.
That’s my two cents’ worth. What’s yours?