Yes, There Is Such a Thing As Bad PR

burkman 150x150 Yes, There Is Such a Thing As Bad PR

THE PR VERDICT: “F” (Full Fiasco) for Jack Burkman.

If you don’t know who Jack Burkman is, he didn’t get as much attention as he wanted. For the uninitiated, Jack Burkman is a Republican lobbyist who was so bothered by college athlete Michael Sam coming out that he’s drafting legislation banning gay athletes from the National Football League. A sample line from his statement: ”We are losing our decency as a nation. Imagine your son being forced to shower with a gay man. That’s a horrifying prospect for every mom in the country.”

Burkman’s “bill” becoming law is about as likely as Elton John announcing he’s straight. Only members of Congress can introduce legislation, and Burkman’s premise would seem to violate federal law. He claims to have supporters in Congress but none have rushed forward with hands raised.

But getting a law on the books isn’t really Burkman’s goal. Indeed, he’s basically admitted he just wants headlines, telling The Daily Beast that, “Of all the discussions that we’ve had, the legal (route) has been the last.” Rather, he said, he’s focusing on “substance” and “PR” to call attention to himself and his position. Can publicity stunts make their subjects look worse than they did pre-stunt? Observing Jack Burkman, the answer would appear to be yes.

THE PR VERDICT: F (Full Fiasco) for Jack Burkman, who got what he wanted on one level: now, more people know he is a bigoted crackpot.

THE PR TAKEAWAY: All news is not good news. Publicity stunts have always been an unpredictable animal; clever ones are lauded as canny marketing, such as the lead-up to The Blair Witch Project, which had moviegoers thinking they were seeing a real documentary. The ones that fail are also memorable, and not in a good way: Remember Richard Heene, the attention-seeker who claimed his son had floated away in a homemade balloon when the 5-year-old was hiding in a garage? He got jail time and fines. It seems safe to say Burkman’s bid falls in the latter category.

 

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Christine Walton Brennan About Christine Walton Brennan

Christine Walton Brennan is the former Head of Corporate Communications for Marsh & McLennan Companies. She also managed media relations at banking giants UBS and Merrill Lynch, and was a journalist with Bloomberg News. In 2011, Christine embraced her midlife "realization" and is now a Registered Nurse in New York's Hudson Valley.

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