He’s an international hero, a whistleblower fighting the good fight against Big Brother! He’s a villain, a spy, a traitor exposing US secrets to those who would harm the nation! Whichever you believe, apparently Edward Snowden, the 29-year-old former technical assistant for the CIA who has been exposing intelligence gathering secrets for the US National Security Agency, isn’t embracing any role that the media, government officials, or his supporters are creating for him. “I don’t want the story to be about me,” Snowden has said. “My sole motive is to inform the public as to that which is done in their name and that which is done against them.”
The media frenzy about Snowden, and whether he’s good or evil, has been fueled by no shortage of people willing to pick sides. Even Snowden’s own father appeared on Fox News asking his son to stop leaking sensitive information about the government’s spying practices.
Yet, despite his nearly folkloric status, as well as the US’s embarrassment at not being able to find him, Snowden hasn’t taken any opportunity to boast to his supporters or to taunt his detractors. His contact with the media has been limited to staying on-brand with a simple message: I am not a traitor and I am not a hero.
THE PR VERDICT: “A” (PR Perfect) for Edward Snowden, holding PR steady in a media environment that wants him to take sides.
THE PR TAKEAWAY: Stay true to your message. When that message is volatile, don’t get bogged down in public, or political, opinion. Ideas about what Snowden is doing vary wildly, and he’s had every opportunity to get lost in that spaghetti sauce – which would only dilute his message. By standing firm on his purpose, Snowden’s motives stay unquestioned sans vainglory. That’s one secret definitely worth sharing.