What to think of Vanity’s Fair’s detailed profile of Sophia Loren? Speaking from her home in Geneva, the 77 year old confides “My life is not a fairy tale, and it’s painful still to speak about it.” And then over multiple pages goes into astonishing detail about precisely that- her life.
Rhapsodizing about the beauty and charm of the legendary actress, the profile gushes with more prosaic detail about La Loren than anyone but the most devoted of fans need ever know.
In the age of Twitter and news alerts it’s surprising readers continue to have the attention span for this type of fawning journalism. The article has all the hallmarks of being managed from the outset by an overly vigilant PR who successfully edited out any real color or controversy.
The PR Verdict: “C” for Sophia Loren and her PR strategy. An article that reads more like a press pack is PR done badly. While it may be “on-message” it makes for dull reading.
The article was a snore, mitigated only by highly stylized photos and the occasional sound bite. Going to jail for 30-days for tax evasion in 1982, Loren conceded at the time, that it was all “due to a little mistake by a tax specialist”. To engage the reader, more of this was needed. Being less careful, less scripted and more spontaneous might have saved this article. Sometimes PR just needs to get out of the way.
What’s your view? Let us know. To read the article click here.
NEWS FLASH : PR VERDICT QUOTED IN BLOOMBERG BUSINESS WEEK RE PR AND GOLDMAN SACHS. TO READ THE ARTICLE CLICK HERE