The PRV Report Card: Winners & Losers

Screen Shot 2013 05 16 at 7.16.52 PM 150x150 The PRV Report Card: Winners & LosersPR Winner: “A” (PR Perfect) for the Republicans who have turned up the heat on the Obama’s second term. If true that life comes at you in threes, then this week was the triumvirate of PR gifts. Obama found himself on the back foot regarding the IRS/ Tea Party scandal, the Justice Department/AP phone record snooping, and finally the ongoing thorn in the side of the Administration that is Benghazi. No matter the merits, the concerted drum beating has been an effective PR attack. Objective one: change the news agenda and place the Administration on the defensive, unable to talk about what it wants to talk about. For this week at least, mission accomplished.

Screen Shot 2013 05 16 at 7.17.58 PM 150x150 The PRV Report Card: Winners & LosersPR Loser: “F” (Full Fiasco) to Barbara Walters and the media reaction to her announcement that she is stepping down. In what will be her long goodbye to broadcasting, America’s famous interviewer announced that she would be phasing herself out during a series of programmed appearances and TV specials over the next twelve months. Online and columnist reactions to her career were astonishingly scathing. Slammed as lightweight, fawning and inconsequential the reaction could have only made unhappy bedtime reading for Babs’ PR team. A couple more glowing endorsements from journalists who think Babs paved the way for other women might have given the coverage some more balance. For Babs and her team, this might be a tough twelve months.

Screen Shot 2013 05 16 at 7.19.58 PM 150x150 The PRV Report Card: Winners & LosersTHE PRV “THERE’S NO ‘THERE’ THERE” AWARD TO Kylie Busutti, a former Victoria’s Secret model currently touting her book I’m No Angel. In her sad tale, Ms. Busutti recounts being shocked – shocked! – to find out that models are required to be absurdly thin and that Victoria’s Secret apparel is sexy, apparently too sexy for Busutti’s Christian faith. We’re not sure what deserted island this young woman grew up on, but these are hardly revelations. There is something rank, too, about claiming a moral high ground that wouldn’t let her continue in such a tawdry profession but does, apparently, permit trying to capitalize on it.

Another Bad Week for “Today” Show

 Another Bad Week for Today Show

is THE PR VERDICT: “C” (Distinctly OK) for Today Show publicists.

There hasn’t been a truly good morning for NBC’s Today Show in months. Ratings have been slipping steadily, advertising millions have been lost, and the media seems not to tire of reporting both. Then, this past week, a behind-the-scenes feature in New York Magazine threw a harsh glare on the morning show’s troubles.

For PRs reading the article, the dilemma becomes apparent quickly: grant access to a reporter who is starting from a negative place, or refuse access, knowing the story will be written anyway? In this case, access was granted and control of some sort established via the presence of two PRs in the interview with Today heavy hitters.

One can only imagine the amount of prepping the PRs did with hosts Savannah Guthrie, Al Roker, Natalie Morales, and, in particular, Matt Lauer. He has been in the media’s sights, portrayed as the architect of former co-anchor Ann Curry’s ouster, and everything from the cornerstone of the program to a controlling tyrant. Also last week, a former Today Show intern tweeted that Lauer was “not so nice,” and a story circulated that co-host Guthrie gave Lauer the finger after he teased her on set. Access or not, Today‘s negative press is turning into a bad dream the show’s PRs can’t wake up from.

THE PR VERDICT: “C” (Distinctly OK) for Today Show publicists. Damage control is being handled, but with the issue of falling ratings and whispers of host changes, PR options are limited.

THE PR TAKEAWAY: Choose battles carefully, and know when to fight. Negative press was inevitable due to the ratings slide, the revelation of Lauer’s negotiations with rival network ABC, and Curry’s awkward departure. In this case what was needed was new news to change the conversation. This article might have begun the turnaround that Today needs, but in the absence of a big bright idea, sometimes a PR just has to hope things look better tomorrow.

To read the New York Magazine article, click here.