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

 The PRV Report Card: This Weeks Winners & LosersPR WINNER OF THE WEEK: “A” (PR PERFECT) to Malala Yousafzai, for drawing international attention back to the nearly 300 Nigerian schoolgirls kidnapped three months ago by militant group Boko Haram. Though President Goodluck Jonathan said the Nigerian government is working hard to find the girls, there seems to be little progress. In addition to having a press conference during which Yousafzai appealed directly to the militants to “release my sisters,” she met with some of the parents of the girls—something President Jonathan has yet to do.

 The PRV Report Card: This Weeks Winners & LosersPR LOSER OF THE WEEK: “F” (FULL FIASCO) to Oscar Pistorius, who was involved in an altercation in a nightclub last weekend. Pistorius claimed that a drunken patron verbally attacked him about his trial for the murder of his girlfriend, Reeva Steenkamp. The patron alleges otherwise. The real question: Does Pistorius have no one in his entourage who might clue him in to the fact that hitting the nightclub for a pint, while one is on trial for murder, is inadvisable from a PR standpoint?

 The PRV Report Card: This Weeks Winners & LosersTHE PRV “THERE’S NO ‘THERE’ THERE” AWARD to Comcast for their limp response to an incredibly bad customer service interaction that promptly went viral. Ryan Block posted eight of the 20 minutes he spent arguing with a Comcast rep who refused to disconnect his service as requested. Social media, which eats this kind of thing with a large spoon, spread the clip like wildfire. Comcast merely said the employee’s behavior was unacceptable and that they would contact Block to apologize. No word as to whether they’ll honor Block’s request and disconnect him, though.

Comcast Sells Mega-merger, Though Few Buy It

ComcastRoberts Comcast Sells Mega merger, Though Few Buy It

THE PR Verdict: “C” (Distinctly OK) for Comcast and CEO Brian Roberts.

Comcast CEO Brian Roberts had his work cut out for him last week trying to convince anyone that his company’s $45 billion purchase of cable rival Time Warner was a boon to anyone other than Comcast. Yet gamely he tried, and for that he and Comcast earn points for consistency.

The two parties spun the purchase as a “merger,” when in fact Comcast would be absorbing all of Time Warner – that is, if the transaction is approved by shareholders and regulators. Roberts called the deal “pro-consumer, pro-competitive, and strongly in the public interest.” Another Comcast exec took up the anti-monopoly argument by emphasizing that the two companies currently “do not compete in a single zip code in America.” Comcast also claimed the deal would benefit net neutrality, at least until current protections expire in 2018, and predicted regulatory approval.

Not surprisingly, few bought any of Comcast’s claims. A former FCC commissioner said the deal would “run roughshod over consumers.” One industry expert spelled out why the “pro-consumer” argument was “nonsense,” while another shot through the claim that cost-saving “synergies” Comcast predicted would ever make their way into consumers’ bills. And public advocacy groups called on the FCC and anti-trust authorities to block the purchase. Amid the pile-on, however, Comcast kept cool and did not stray from its script.

THE PR VERDICT: “C” (Distinctly OK) for Comcast and CEO Brian Roberts, for keeping their emperor fully clothed – appearances to the contrary.

THE PR TAKEAWAY: Stick to your story. The script Comcast used in announcing their deal stressed the same talking points over and over. Questions implying the contrary were deflected or ignored. With a controversial merger such as this, coming so soon after the apparent defeat of net neutrality, Comcast needs to win in the court of public opinion as much as that of the regulators. It’s hard to predict which will be the tougher fight, but the same arguments will carry in both theaters.