Changing Hathaway’s Haters

 Changing Hathaways Haters

THE PR VERDICT: “D” (PR Problematic) for Anne Hathaway.

Without a doubt, this year’s Academy Awards gave the media lots to talk about. There’s the debate over Oscar presenter Seth McFarlane’s envelope-pushing monologues, and Jennifer Lawrence’s stumble. But of all the gossip-worthy notes, one point was made so often in the Twitterverse that it began a media storm: Apparently, people hate Anne Hathaway.

Not everyone, of course. After all, Hathaway won a Golden Globe and an Oscar for Les Miserables, and she has appeared on numerous magazine covers. But public opinion has been poisoned: the words “Hathaway,” “annoying” and “hate” garner multimillions of Google results. Even Anderson Cooper recently felt the need to defend Hathaway on his show.

The reasons are vague but came to a tipping point with Hathaway’s Academy Awards acceptance speech. The accusation? Rehearsed and not terribly genuine. Even before that, though, Tweeters were bashing her Awards dress for showing her nipples, a wardrobe malfunction that seemed less accidental after paparazzo photographed her going commando at the New York Les Mis premiere.

Who cares if a few (million) people hate her? Well, Hollywood, for one. Hathaway’s detractors are predominantly women. If Hathaway scores low on female popularity ratings, then certain roles won’t be made available. She needs some turnaround PR to make sure her place at the Vanity Fair Oscar party is secured.

THE PR VERDICT: “D” (PR Problematic) for Anne Hathaway. A legion of female haters may ultimately change her career in Hollywood.

THE PR TAKEAWAY:  Want to be more liked? Find new friends and revisit old ones. When half the movie buying population doesn’t care for you, a PR rethink is needed. Hathaway’s problem is that she tests in market research as aloof and unapproachable. For the moment, cease photo shoots with Vogue and Bazaar, quietly put Valentino back on the rack, and instead publicly pal around with some old school buddies while booking slots on the chat shows hosted by other women: Ellen, Wendy Williams, Oprah, and Chelsea Handler. Being aloof and talented may be chic, but being in the company of other likeable women will turn this PR issue around. Just ask Hilary Clinton and Meryl Streep.

The PRV Report Card: This Week’s Winners and Losers

 The PRV Report Card: This Weeks Winners and LosersPR WINNER OF THE WEEK: “A” (PR PERFECT) TO John McAfee. The billionaire computer programmer played a monthlong game of “Catch me if you can” with authorities in Belize, who said they merely wanted to talk to McAfee about the death of his neighbor. McAfee then went on the run and into hiding – rather publicly, as he bragged to reporters about his disguises and blogged about his escapes. Authorities tried to portray McAfee as crazy; maybe crazy like a fox. Whether he’s delusional, addicted to attention, or he truly believes he’s in danger of being held for murder, McAffee is milking his “wanted man” adventure for all it’s worth. The public shakes its collective head…and keeps right on watching. We might be witnessing a myth in the making.

 

 The PRV Report Card: This Weeks Winners and LosersPR LOSER OF THE WEEK: “F” (FULL FIASCO) TO Anne Hathaway. So, what was the reaction to the release of the multimillion dollar film version of the hit play Les Miserables? Any chance of immediate reviews was over before Hathaway even climbed out of her limo at the Paris premiere. She opted to go commando under her designer gown, which afforded her far less coverage than the paparazzi gave. “We’ve seen a lot of you lately,” chortled Today Show host Matt Lauer during the actress’s morning show appearance. To her credit, Hathaway drew a parallel between the unfortunate incident and her prostitute character in Les Miz, but the clever soundbite was all but lost; alas, one revealing picture is worth a thousand well-planned words. The PR machine on this one was well and truly blindsided.

 

 The PRV Report Card: This Weeks Winners and LosersTHE PRV “THERE’S NO ‘THERE’ THERE” AWARD TO: Fiscal cliff “negotiators.” The ongoing eleventh-hour skirmish over federal tax increases and spending cuts is set for January 1, 2013. Americans are deeply weary of partisan gridlock in Washington, and perpetuating it continues to further tarnish the reputations of both political parties. With President Obama’s decisive win just six weeks old, Republicans might be well-advised to agree to tax hikes on the wealthy in exchange for a few key areas on which they can loudly claim victory with the majority of their constituents. This is a PR battle where being the hold-out is no longer the winning strategy. Since the election, the game has changed; the first side to make a decisive move  will give the country some much-needed peace (and quiet) this holiday season.