The mystery deepens over news reports that Michelle Obama was in the New York store of Agent Provocateur, purveyor of racy lingerie. Three UK papers actually ran the story with details of the First Lady closing the store down in a spending spree that allegedly totaled over $50,000.
Michelle Obama’s staff denied the reports saying they are “100% incorrect” while yesterday a Whitehouse spokesman angrily denied the story.
What was the story’s genesis? If it wasn’t Michelle Obama’s team and the articles didn’t refer to unconnected eyewitnesses present in the store, then fingers inevitably start pointing to Agent Provocateur’s own PR.
The PR Verdict: “D” for any PR people involved in dreaming up this story.
One unequivocal denial from the White House and the story is dead.
Agent Provocateur’s CEO told the UK’s Telegraph that by summer the label plans to increase its presence in the US to eleven retail stores and the label had garnered several ‘unexpected famous names’ in the U.S. Only later did the organization deny this included Michelle Obama. Burning bridges with key newspapers for short-term gains in publicity is a risky business. Save these ideas for April Fools.
To see the White House denial click here.