“Awesome” and “cool” were just some of the everyday terms that Navy Seal Matt Bissonnette used in a recent interview with 60 Minutes. He has gone public with a memoir, No Easy Day, of his time served during the operation that killed Osama Bin Laden. The book is written under his nom de plume Mark Owen and coincides neatly with the anniversary of the September 11th terrorist attacks.
Bissonnette kicked off his informal and friendly TV interview with his appearance and voice disguised as he gave a tick-tock explanation of what happened in that now notorious Pakistani compound. Bissonnette gave few surprises. He stayed surprisingly close to the previously released official version of the event; this was not a mission to kill, but to “capture alive if feasible,” and the operation was a collective effort of talented individuals.
Bissonnette’s PR dilemma is to how comment on the events without creating controversy. Legally gagged from disclosing military secrets, his PR push is limited by the ever-present danger of inadvertently breaching official secrets. His answer? Provide reassuring confirmation of already disclosed key facts, talk like an everyday humble guy and only give color and added information that are of limited consequence.
The PR Verdict: “B” (Good Show) for Matt Bissonnette’s PR push that treads a fine line but so far hasn’t overstepped boundaries.
The PR Takeaway: Stay on course, but add some spice. Bissonnette’s dilemma is that he could be accused of breaching official secrets. With most of the book’s proceeds going to organizations that help families of fallen Seals, his own motives are not open to debate. His minor details concerning who fired what when makes no appreciable difference to the overall established narrative – but it does make it almost impossible for the authorities to play a heavy hand. Skillfully done and elegantly handled.
To read more and see part of the 60 Minutes interview, click here.
Did you see the 60 Minutes interview, or read Matt Bissonnette’s book? Give us your PR Verdict!