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 H&M, the sole clothing retailer set to advertise during the Superbowl. They’re going against heavyweights in the automotive, fast food and alcohol groups, but their $4 million gamble will likely pay off thanks to advance buzz on their commercial. In it, soccer star David Beckham, who has a line of underwear with H&M, will appear either in his briefs or naked (by TV standards) according to fan votes of #covered or #uncovered. This could be the first Superbowl in history with higher female than male ratings.

dimon The PRV Report Card: This Weeks Winners & LosersPR LOSER OF THE WEEK: “F” (Full Fiasco) to Jamie Dimon, CEO of JP Morgan, for telling CNBC that the expensive government legal cases against his bank were “unfair.” In swanky Davos, Switzerland for the World Economic Forum, Dimon said the bank, which paid $13 billion to settle claims over mortgage securities dealings and $7 billion more over hinky derivatives, power trading and overselling of credit card products, faced “two really bad options” between settling or fighting the cases. Going to court “would really hurt this company and that would have been criminal for me to subject our company to those kinds of issues.” Criminal as in, say, fraud? Better not to have picked up this gauntlet.

george zimmerman painting 300x235 The PRV Report Card: This Weeks Winners & LosersTHE PRV “THERE’S NO ‘THERE’ THERE” AWARD to George Zimmerman, acquitted of murder and now trying his hand at  “art.” Last July, Zimmerman was found not guilty of the 2012 murder of Florida teenager Trayvon Martin. With a stack of hefty legal bills and job prospects presumably thin, Zimmerman has miraculously found his inner painter. His first piece, a blue flag with a patriotic verse painted on an 18 x 24-inch canvas, sold for more than $100,000 on eBay. His second work depicts prosecutor Angela Corey holding finger and thumb slightly apart with the caption “I have this much respect for the American judicial system – Angie C.” We fervently hope the art-buying world has even less than that for George.


Zimmerman Trial Juror’s 15 Minutes of Fame

 Zimmerman Trial Jurors 15 Minutes of Fame

THE PR VERDICT: “D” (PR Problematic) for Juror B37.

As protests over the acquittal of George Zimmerman grew increasingly violent across America and pundits  decried the justice system, one person close to the verdict finally spoke out. Juror B37, whose identity remains anonymous, took to the news shows to try to shed light on how the “not guilty” verdict was reached.

Cloaked in darkness, B37 told Anderson Cooper how the jury was hamstrung by the evidence and  Florida’s state laws. Unable to “find him guilty of something,” she tearfully explained, “We thought about it for hours and cried over it afterwards.”

Any intentions toward illuminating the reasons for the jury’s verdict, or to quelling the increase of violent protest, were lost when another fact was revealed: Juror B37 had been offered a book deal, by the same agent who represents the former boyfriend of accused murderer Amanda Knox. The Twitterverse promptly bombed the agent with demands that she rescind the offer (which she did). Juror B37 also released a statement saying, “[Being sequestered] shielded me from the depth of pain that exists among the general public over every aspect of this case… The best direction for me to go is away from writing any sort of book and return instead to my life.”

THE PR VERDICT: “D” (PR Problematic) for Juror B37. An opportunity to do good was lost in a bad decision.

THE PR TAKEAWAY: In volatile situations, put out the fire, and brush off your own clothes later. Once released from sequester, five minutes in front of a TV would have clued Juror B37 into the fact that this trial has polarized a nation. It’s natural to want to explain the process leading to a shocking verdict. It could even have been helpful, showing how the law works, and doesn’t. Zimmerman, Knox, and others acquitted of high-profile crimes may have no other financial recourse but to sell their stories to publishers, but for an anonymous juror, this seemed self-serving. Everyone wants to be rich and famous, but the needs of the many – in this case, a confused and dismayed nation – must outweigh the needs of the one.

What In “God’s Plan” Was George Zimmerman Thinking?

screen shot 2012 07 19 at 11 53 58 am 300x254 What In Gods Plan Was George Zimmerman Thinking?

The PR Verdict: “F” (Full Fiasco) for George Zimmerman.

Who knows what George Zimmerman was thinking when he went on Fox yesterday for an hour-long interview? He clearly had messages he wanted to convey but in the end, his sit down interview probably made matters worse. The self-appointed neighborhood watchman, who made national headlines for murdering unarmed black teenager Trayvon Martin, looks set to continue being an ongoing lightning rod.

Presumably Zimmerman wanted to set the record straight ahead of his trial. His key message, “I’m not a racist, I’m not a murderer,” got ample airtime, but it was his other responses that made headlines. Zimmerman was asked if there was anything he regretted about the night he killed Trayvon Martin. “No sir, “ was the response. “I feel that it was God’s plan and not for me to second-guess or judge it.”

Zimmerman tried to make some amends by saying he prays for the parents of Martin daily and that he would “tell them again that [he is] sorry.” The interview concluded with Zimmerman looking into the camera apologising that his actions have polarized America. The key takeaway? The only thing guaranteed was that the interview further enraged Martin’s parents. What a mess.

The PR Verdict: “F” (Full Fiasco) for George Zimmerman. Apologies don’t work when you invoke the work of others, perhaps even blaming them, and that includes God. Where was his prep before this interview took place?

The PR Takeaway:  There was so much wrong with this interview. An hour-long television interview is the wrong way to apologize. If you do choose this route, say you are sorry in a short interview without bringing God into it to reduce your culpability. After this interview aired, Trayvon Martin’s father issued a statement saying, “I simply really don’t know what God George Zimmerman is worshipping, because there’s no way that the God that I serve had in his plans for George Zimmerman to murder my son.” With this sound bite, the worth of Zimmerman’s lengthy interview was reduced to zero.

Should George Zimmerman have done this interview? Should he have been better prepped? Is there anything at all that went right with this God-forsaken interview? Give us your PR Verdict!