Sympathy for the Devil
If Mike Tyson and O.J. Simpson are looking for some free advice on how to improve their images, they'll want to check out the November 1995 issue of Public Relations Tactics, a monthly tabloid published by the Public Relations Society of America. Tactics devoted its cover story and several accompanying pieces to answering the question, "What do you prescribe for a public relations client who's a world-class athlete, charged with a vicious crime, and forced to endure a protracted incarceration?"
The pros' advice to Tyson, currently rebuilding his heavyweight boxing career following a bout in prison for rape, included the following:
- "Tyson's handlers need to 'reinvent' him, similar to the way Richard Nixon was reinvented," said Steve Rivkin.
- "He ought to think seriously about cultivating a handful of journalists he can trust and then build on those few relationships," offered John Solberg, former director of media services and public relations for fight promoter Don King.
Simpson, who is widely believed to have escaped justice for the murder of his ex-wife and Ron Goldman, "has a lot of rebuilding to do," observed Tina Whitecotton, PR director for Rochester Rossiter & Wall. But Run Fuhs, a PR manager for the Whirlpool Corporation, opined that "through some sort of public atonement process -- he could probably serve as a celebrity spokesman in a limited situation."
For now, Simpson's best strategy is to "retreat for a time, say little, speak humbly, and become a nice guy," suggested Cynthia Hennig, PR director for ICE, Inc. "He'll have to feed himself back slowly. Public service would be a good start."
Public Relations Tactics editor Adam Shell agreed, weighing in with an editorial titled "Silence Is Golden," critiquing O.J.'s failure to take the advice of PR experts who recommend he "keep a low profile and don't say or do anything the public could misconstrue as being insensitive or boastful."
The issue prompted a critical letter to the editor from Howard Dresher, a PR consultant for Cigna Healthcare, who complained that the articles invite "justifiable public cynicism" and "reinforce everything that people deem to be shallow and sleazy about the practice of public relations."
Final footnote: Tyson recently paid an undisclosed sum to Phyllis Polander, a former publicist for Tyson's ex-wife Robin Givens, as an out-of-court settlement for Polander's claim that Tyson sexually assaulted and beat her in 1988.
Bimbo vs. Bimbo
Merrie Spaeth, president of the Dallas-based Spaeth Communications, issues a "Bimbo Award" ridiculing news sources who make stupid denials that cause their audience to believe exactly the opposite of what they say.
"We had more 'bimbos' in 1995 than ever before," Spaeth said in giving out last year's award to Time Warner, whose "Jenny Jones" show invited a male guest to appear and meet his "secret admirer." After the admirer turned out to be another man, the enraged guest shot and killed him, prompting a Time Warner spokesperson to state, "No one was lied to. No one was misled."
Spaeth may want to give herself the award for 1996. In the February issue of Public Relations Tactics, she expressed annoyance at "pot shots taken by journalists at public relations people." As an example, she cited press coverage given to Nigeria's hiring of several PR firms in an attempt to clean up its image after executing eight human rights and environmental activists.
"The article made clear that 'PR' meant fluff and cover-up without any real change," Spaeth complained.
The Best Policy
In a letter to O'Dwyer's PR Services Report, Ron Levy, president of the North American Precis Syndicate, dismissed as "baloney" fellow PR executive Howard Boasberg's advice that flacks should "always tell the truth."
"You better not do that if you're talking about inside information," Levy said, "or breaking your word to a journalist that no one would get the story before him or her . . . or if the truth could get your company sued for $100 million and you simply have no obligation to reveal what you learned in confidence about who did what."
