Things are usually not out of your control. At least until the jury (literal or figurative) is ready to render its verdict.
Until that point, you have a chance to affect the outcome … to tell your side of the story … to sway those who will decide your fate.
How well you tell the story determines how successful you are.
You see it every day. And you must fight it on two levels.
First, in the battle itself.
Trials are where lawyers plead for their clients until closing arguments end. Business disputes are where both sides fervently press their cases until the other concedes or a compromise is reached. In regulatory brouhahas is where you resist accusations by the FDA, SEC, Labor Department, or other agencies.
Second, in the court of public opinion.
Whatever else happens, a positive public perception is worth its weight in gold (or in latinum, if you’re a Star Trek fan).
What you do and say matters a great deal. So does how you do and say it.
Case in point:
Kevin Spacey remained mostly out of the limelight after Netflix released him from his “House of Cards” contract. Even after another allegation surfaced, Spacey, his attorney, and his PR strategist kept it mostly under the radar. This was purposeful.
Then on Christmas Eve, Spacey unofficially reprised his role as Frank Underwood in a video called Let Me Be Frank. The video appeared to be a direct response to recent allegations, but it also seemed at odds with his legal team’s strategy.
The video generated renewed and wide interest, with nearly 10 million views and its own IMDB page. It also garnered more negative press by creating a new news cycle that rehashed all of the allegations.
By straying off message, Spacey put his reputation and legal strategy at risk.
Managing perception requires subtlety. You’re seeking to gently steer opinion where you want it to go. Ham-handedness doesn’t work.
Memories fade, that’s a given, but memory is a funny thing. It can play tricks on you, often without rhyme or reason. That’s why you must be vigilant. The slightest slip can cause severe damage and threaten all you’ve worked for.
Reputation is your most valuable asset. Hard to achieve. Easy to lose. And once lost, it’s very difficult — but very vital — to redeem.
You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Check out A Board Member’s Guide to Crisis PR and A Lawyer’s Guide to Crisis PR (Second Edition) on Amazon.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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