Actor Seth Rogen headed to Capitol Hill to take on a new role: that of advocate, urging elected officials to put more money toward research into Alzheimer’s disease. What happened after his testimony, however, was the real show stopper.
Rogen, known for playing goofy, bumbling characters in movies like The Hangover and Knocked Up, appeared before the Senate Appropriations Committee. He and his wife, screenwriter and actress Lauren MIller, have been helping care for Miller’s mother since she was diagnosed with early-onset Alzheimer’s dementia nearly nine years ago.
Rogen’s heartfelt statement probably would have been well-received, had there been anyone there to receive it. Sixteen of the 18 senators on the powerful committee, which allocates federal funding to government programs and which had invited to Rogen to appear, either didn’t show or actually walked out during the hearing.
The lack of attendance could have been a PR miss for Rogen. Instead, he turned it into a cause celebre. He called the absentee senators on the carpet, shaming them on Twitter by tweeting a photo of an empty hearing room and responding to one senator with “Why did you leave before my speech? Just curious,” before hitting the media circuit.
THE PR VERDICT: “B” (Good Show) for Rogen. In the end, Rogen got more attention for Alzheimer’s than if he’d played to a packed house.
THE PR TAKEAWAY: Learn how to turn lemons into one mean lemonade. Washington denizens are used to the tableaux of the empty committee room, but it clearly caught Rogen off guard. Perhaps his actor’s training allowed him to take a deep breath and figure out how to rescue the scene. Life in the public eye (and, for that matter, life in general) is full of surprises. Try to view a situation from all angles in order to figure out if a negative situation can be redirected. It’s a skill that can save, or even make, a PR opportunity.