PR Jury Still Out on Foxy Knoxy

 PR Jury Still Out on Foxy Knoxy

THE PR VERDICT: “C” (Distinctly OK) for Amanda Knox, who hasn’t quite moved the PR dial of public opinion.

Has America made up its mind yet about Amanda Knox? The college student from Seattle, who was convicted in Italy of murdering her housemate Meredith Kercher during a sex escapade gone awry, has just published her memoir. Random House paid upwards of $4 million for Waiting To Be Heard, and advance reviews indicate that despite some gruesome tales about Italian prison life, America remains undecided about the young woman whom the European tabloids named “Foxy Knoxy.”

There’s enough new material to make sure this case stays in the headlines: prison officers were hitting on her while prosecutors bullied and threatened her, telling her she was HIV positive to destabilize her mood. She depicts a world of torment, being utterly unable to process and deal with the shock of events as they unfolded.

Knox describes how she coped with her original conviction and those harrowing four years in an Italian prison until her conviction was overturned. She also gives her version of some of the more notable stories that circulated after she was charged, including the famous one about doing handstands while in custody and being charged. The next step is in an exclusive interview with ABC news and Diane Sawyer. Might this be the deciding moment for the American public?

THE PR VERDICT: “C” (Distinctly OK) for Amanda Knox, who hasn’t quite moved the PR dial of public opinion.

THE PR TAKEAWAY: Being talked about is not the same as being liked. The public continues to be confused by this case, even more so now that the Italian courts are retrying it. Amanda Knox still captures headlines, but given her tale of undeserving punishment, there remains an inexplicable lack of sympathy for the young photogenic and educated woman. Part of the PR debate remains stalled in confusion about what really happened that night. In her forthcoming interviews to promote the book, Knox will need to break new ground on this decisive point. That’s where her PR pardon lies.


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What is Your PR Verdict?

  1. The Amanda Knox story is a very interesting case study for anyone interested in PR and media manipulation. A study of how the case and evidence was reported in the media when compared to what the actually happened in the court room would be an interesting read.

    It will also be interesting to see how PR will be used in an effort to prevent extradition. A new trial has been ordered and Knox is going to be convicted. Her only hope at escaping jail is for public pressure to influence the State Department to ignore a valid treaty. Is the PR spin going to be able to generate that kind of pressure given Knox comes off flat and unlikeable?
    Edward McCall recently posted..Amanda Knox’s Email HomeMy Profile

  2. The English translation of the Italian Supreme Court report which explains why Amanda Knox and Raffaele Sollecito’s acquittals were annulled can be downloaded from the Perugia Murder File website:

  3. In my opinion she’s not photogenic, and she is NOT educated.


  1. Book Review: Waiting to be Heard [Amanda Knox] | Bazaar Daily News says:

    […] PR Jury Still Out on Foxy Knoxy ( […]

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