After Taliban Shooting, Malala Is Still On Message

 After Taliban Shooting, Malala Is Still On Message

THE PR VERDICT: “A” (PR Perfect) to Malala Yousafzai.

Before anyone knew her name, or even that she existed, Malala Yousafzai had a mission: that she, and other girls like her, should be able to go to school. A simple right for many, yet forbidden to Pakistani girls like Yousafzai by the Taliban. But the world came to know the young crusader on the day a Taliban soldier boarded a school bus, asked “Who is Malala?” and shot the then-11 year old in the face.

Miraculously, Yousafzai survived. Even from a hospital bed, she was undeterred and unintimidated. Her parents soon reported that she was requesting her schoolbooks so that she wouldn’t fall behind in her studies.

The now 16-year-old Yousafzai tells of the day she was shot, and what has happened since, in her book I am Malala, being released worldwide tomorrow. She has addressed the United Nations and become the youngest person to be nominated for Nobel Peace Prize. Through it all, the girl who took on the Taliban at age 11 has stayed on message, on mission: “I was spared for a reason,” she writes. “To use my life for helping people.”

THE PR VERDICT: “A” (PR Perfect) to Malala Yousafzai.

THE PR TAKEAWAY: Don’t lose sight of your cause by becoming a celeb. Acts of heroism can be blurred by exposure in the limelight. If the mission is to become a star, as is the case with those who sign on for reality shows, then there’s no such thing as bad publicity. However, when the mission is of a humanitarian nature – say, fighting for the right for girls to be educated, against the edict of an oppressive regime – there’s a delicate balance between being the face of a movement and becoming a name. While no one may have known of Malala Yousafzai before she was nearly murdered by the Taliban, she makes sure her mission stays front and centre.

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 Malala Yousafzai. The teenaged Pakistani activist who defied the Taliban and agitated for education for young girls like herself  was shot in the head last October. She defied the Taliban yet again by living, getting well enough to ask for her schoolbooks, and leaving the hospital under her own power earlier this week. The savvy teen has made sure to be photographed upright and strong, looking ready to take on the world. And the world stands by this young vision of inspiration as she transforms herself into an iconic figure of resistance Brava!

 

 The PRV Report Card: This Weeks Winners and LosersPR LOSER OF THE WEEK: “F” (FULL FIASCO) TO AIG. Instead of celebrating the launch of their brilliant advertising campaign, they were inundated by headlines blasting the company for potentially joining a lawsuit against the US government over its bailout. AIG’s board decided not pursue the claim, but the damage was done – and at least some of it was self-inflicted. The juicy tidbit was discovered by The New York Times in court records. AIG may have fared better by proactively explaining to the press that it had a legal obligation to consider the matter. Instead, it appears management hoped the whole issue would go unnoticed. Tsk, tsk.

 

 The PRV Report Card: This Weeks Winners and LosersTHE “THERE’S NO ‘THERE’ THERE” AWARD TO Gwyneth Paltrow. The former vegan turned roast chicken-eating cookbook author has let the world know, via her GOOP.com site, that she is not on a diet, not on a cleanse, not detoxing, nor doing anything rail-thin actresses usually do. “For now, I would like to continue with my pasta and cheese,” writes the Academy Award winner, who has a second cookbook coming out soon. We suppose we should applaud an actress admitting that she eats, but somehow this cynical PR exercise seems so . . . so . . . so what.

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

mike mayo2 150x150 The PRV Report Card: This Weeks Winners & LosersPR WINNER OF THE WEEK: “A” (PR Perfect) to Mike Mayo (left) a financial analyst at Crédit Agricole Securities, for his perfectly crafted soundbite regarding beleaguered banking giant Citigroup. Mayo, well known on Wall Street, was opining on the reasons for the startling resignation of  Citigroup CEO Vikram Pandit. Speaking to the Financial Times, Mayo was crisp, concise, and so very on-point when he said, “Citi is too big to fail, too big to regulate, too big to manage, and it has operated as if it’s too big to care.” Zing!

 

taliban21 150x150 The PRV Report Card: This Weeks Winners & LosersPR LOSER OF THE WEEK: “F” (Full Fiasco) to the Taliban, which sunk to new lows by targeting media outlets that denounced their murder attempt on Malala Yousafzai, the 14-year-old Pakistani girl who wants education for women. Apparently, the Taliban is furious that Yousafzai’s “un-Islamic” behavior hasn’t been presented in the press – as though that would justify her being shot in the face for wanting to go to school. Worried about the PR fallout in their own domestic markets, it’s gratifying to observe that even Islamo-Fascists worry about public perception. The Taliban in need of a rebrand; who would have thought? And where to begin?

 

brad pitt chanel 0 150x150 The PRV Report Card: This Weeks Winners & Losers

THE “THERE’S NO ‘THERE’ THERE” PR AWARD: The undisputed winner this week is fashion house Chanel, which has enlisted Brad Pitt for its new advertising campaign for its venerable fragrance, Chanel No.5. According to the PR blurb, the 30-second ad is meant to re-energize the 91-year-old brand with a “different point of view,” i.e., using a man to sell a fragrance for women. The commercial features Brad looking like he was plucked from a homeless shelter and saying, “The world turns, and we turn with it. Plans disappear, dreams take over. But wherever I go, there you are. My luck. My fate. My fortune. Chanel No. 5. Inevitable.”  The only inevitable thing about this commercial is that no one will have the faintest idea about what he is talking about. Truly and inevitably puzzling. To see the ad, click here.

Did we miss any spectacular highs or lows in public relations this week? Give us your PR Verdict!