As the PR Verdict looks back over the best (and worst) of public relations and media in 2012, we can’t help but notice that some rather high-profile stars have fizzled this year. Former juggernauts who were on a first-name-only basis are now in need of some serious re-examination of PR strategy if they are to keep shining in 2013 and beyond. Here’s a look at some of those in most dire need.
Lance Armstrong undoubtedly experienced the most precipitous fall from PR grace. Years of fighting the allegedly good fight against the United States Anti-Doping Association came to an end in 2012 when Armstrong relinquished all his Tour de France wins – as good as an admission of guilt. The timing could not have been worse; the public humiliation of watching his multi-million dollar sponsorships cutting him off one by one came within hours of the annual fundraiser for LIVESTRONG, his cancer charity. There, too, donations went down, right alongside Armstrong’s credibility. Can LIVESTRONG survive on its own? Only, alas, if its founder lays low.
Lindsay Lohan‘s public image continued unerringly along its course; shame that trajectory is solidly downhill. Her Q Score looks like the stock market crash that preceded the Great Depression. Even a reasonable turn at portraying Elizabeth Taylor was met with much eye-rolling about how well suited she was to play an addicted Liz. Ah, but let it not be said that La Lohan does this all on her own – her family helps in every way possible, from taped phone accusations to police calls. Can this career be saved? Considering the amount of attention Lindsay gets, we’re no longer sure she even wants it to be.
What a difference a year can make. In 2011, Tom Cruise was once again Hollywood’s golden boy, with a terrific Mission: Impossible movie, Ghost Protocol, and a seemingly happy marriage to ever-smiling Katie Holmes. Cut to this year, during which Katie left Tom and the public turned on him; fans of the wildly popular Jack Reacher novels gave the casting of Cruise a universal thumbs-down. It’s not the first time; Cruise was publicly sneered at by Anne Rice, who later recanted her disapproval when Cruise gave a great performance in Interview With the Vampire. Jack Reacher opens Friday; it remains to be seen whether Cruise still has enough pow for a holiday box office. Our advice? Make another M:I as good as Ghost Protocol, and don’t remarry.
All things being relative, to say that Oprah Winfrey‘s star has faded is a bit like saying the sun cooled a degree or two; does it make any discernible difference? It does to the many who benefit from “the Oprah effect,” meaning whatever the media mogul touches turns to gold. Now that her daytime show is off the air, her magazine sales have taken a dip, and her Book Club selections don’t have the exposure they once did. Worse, her network, OWN, has lost an estimated at $330 million. The Discovery Network, partner of OWN, which has invested approximately $600 million in Oprah’s network, knows firsthand about the potentially devastating effects of a sun gradually cooling. PR strategy? Recreate what worked: Get madame back on a daytime TV show, stat.