Putting the Church Into Scientology

scientologists celebrities 15 300x205 Putting the Church Into Scientology

The PR Verdict: F (Full Fiasco) for Scientology’s PR. Something isn’t working.

The Church of Scientology is girding its loins. After a week of disastrous press scrutiny following the TomKat divorce announcement, the organization looks set for further unsympathetic coverage. What role did Scientology play in the breakdown of the celebrity marriage? Who knows? But what is clear is that for non believers there is almost universal mis-trust when it comes to the Church founded by Ron Hubbard.

Rupert Murdoch caused a fuss last week when he Tweeted that the religion is a “very weird cult,” adding that there is “Something creepy, maybe even evil, about these people.” An Internet backlash was immediate, but the problem was that those hitting back were almost exclusively Scientologists. What about friends and sympathetic supporters?

On Friday, news outlets detailed a memo allegedly distributed by the Church of Scientology’s Office of Special Affairs that urges members to monitor the Internet for hostile statements about the Church and report them; hardly a strategy to win the hearts and minds of non-believers. With all their celebrity and influential contacts, wouldn’t the wiser, more sustainable PR strategy be to get non-believers defending the cause?

The PR Verdict: “F” (Full Fiasco) for Scientology’s PR. Something isn’t working, despite their high number of celebrity followers.

The PR Takeaway: Act and sound like you are at one with your name. The PR problem of the Church of Scientology is that it so rarely, from a PR perspective, behaves like a church. Where are the selfless acts of charity and good will that characterize the work of many other churches and religious orders? In tone and profile, the Church of Scientology sounds more like an aggressive corporation protecting brand and market share rather than a church. Why not be a little….well, church-ier?  It could be the strategy shift needed as the TomKat divorce places the organization back in the headlines.

Katie Holmes’s Stealth Divorce Bombshell

 Katie Holmess Stealth Divorce Bombshell

The PR Verdict: “A” (Gold Star!) for Katie Holmes and her stealth divorce bomb.

TomKat–Tom Cruise and Katie Holmes–are now officially over. Just like that. The surprising announcement that Holmes had started divorce proceedings seemed to catch her actor husband Cruise off guard. The filing was made on Thursday afternoon; the media went crazy on Friday. What happens now?

Speculation has already begun as to the cause of the marriage breakdown. Whispers of Holmes’s resistance to Cruise’s Scientology pals abound, as does the sneaking suspicion that the marriage was, from the start, a five-year contractual understanding. Other media speculate that Cruise’s alleged ambiguous sexuality is the genesis of the crisis, with one New York tabloid sarcastically commenting, “Holmes will keep the house while Cruise keeps the closet.”

Was the split expected? The gossip magazines had not speculated about Cruise’s third marriage in any meaningful way (despite ongoing low-level chatter). Cruise showed up alone at the recent premieres of his latest film Rock of Ages with no significant adverse comment. With the media off guard, the time for Holmes to file was now. At least on the PR front, this was minimally damaging, given the couple’s notoriety.

The PR Verdict: “A” (Gold Star!) for  Katie Holmes, whose divorce strategy is like a precision bomb. Taking the media by surprise means that phase one of the divorce agenda is owned by Homes, hands down.

The PR Takeaway:  Quick precision bombing has its advantages. Making a sudden filing before the weekend, while not making substantive comments keeps the scandal level relatively low. Holmes followed the template of her soon-to-be-ex-husband’s own divorce from second wife Nicole Kidman: no comment, no explanation–the PR exercise equivalent to ripping the band aid off quickly. No one ever really got to the bottom of the Kidman/Cruise divorce in part because it seemed so unexpected. The explanations this time around might be just as elusive.

Will Katie Holmes’s sudden, stealth divorce bomb shatter the media’s speculative attack? Give us your PR Verdict, below.

Hey ! Did you see that the Financial Times (Alphaville) republished our PRV on Barclays? Take a look: http://ftalphaville.ft.com/blog/2012/06/29/1065981/barclays-pr-rating-d/

What Does Christie Brinkley Recommend For Extreme Narcissists?

christiebrinkley What Does Christie Brinkley Recommend For Extreme Narcissists?

The PR Verdict: “F” for Christie and an interview that went horribly wrong.

Christie Brinkley, ageless super model and former wife of Billy Joel, declared on the TODAY program that all she wants is peace.  In the middle of a divorce from business man Peter Cook, Brinkley took the morning interview way off course and spoke for eight captivating minutes about marital discord and her ex husband’s allleged strategy of sapping joy from her life.  It was a PR nightmare but absorbing television.

Scheduled to talk of her upcoming role in the Broadway musical Chicago, she sidetracked herself into discussing her divorce from a “malignant narcissist” and its emotional toll.  She nearly broke down in tears and called for government legislation to intervene in divorce cases of “extreme narcissists.”

This was a spectacular interview.  Rarely has anyone been off message so brilliantly and so thoroughly.

The PR Verdict: “F” for Christie and an interview that went horribly wrong.  Even the host, Matt Lauer,  had the grace to apologize for not talking about her Broadway debut.

This was a perfectly structured interview but way off subject.  It had an emotional call-to-action for the viewer (just google divorcing a narcissist!) and a broader demand (legislation to protect against malignant narcissists!).  The tearful crescendo at the end and the plaintive cry of  “all I want is peace” could not have been scripted better.   What her Broadway backers and costars think however is a different matter.

To read more and see the interview click here.

Whats your PR Verdict on this interview?

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