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/

Is Tom Cruise Really That Dull?

tom cruise Is Tom Cruise Really That Dull?

The PR Verdict: “A” for Cruise and his PR strategy.

Is Tom Cruise as achingly dull as his recent profile in Playboy would seem unintentionally to suggest? In honor of his fiftieth birthday and to publicise his new movie Rock of Ages, he has given an interview the length of War and Peace to the once racy, but now vaguely suburban magazine.  His interview is almost as tough to get through as the Russian novel.

For an actor who has had his share of PR blunders it is little wonder he became media shy.  Whether it was bouncing around on Oprah’s couch talking about Katie Holmes, criticizing Brooke Shields about post natal depression or waxing lyrical about Scientology , his star fell and his box office allure faded.  Suddenly America’s leading man was polarizing instead of interesting.

Playboy’s recent interview should help remedy that.  Cruise talks about his love of Katie, his children and his strong work ethic.  Yes, he considers himself blessed and fortunate and no, he doesn’t read negative press about himself.  As it happens, he  hasn’t had plastic surgery and his secret to keeping in shape is eating right and exercising.  Cruise has made the PR transition from Hollywood loon to male soccer mom. And done it in Playboy!

The PR Verdict: “A”  for Tom Cruise and his PR Strategy.  An astonishingly dull interview that has got his PR profile back on track.

PR Takeaway:  Being boring has its rewards.  The most interesting insight Cruise offers in the article is that he realised his own PR missteps cost him plenty.  He took a PR break, stayed out of the press and what has now followed is an interview that gives him the space to sound reassuring and not the slightest bit controversial or interesting.  While sensible for the box office and his PR machine, we did prefer him jumping up and down on Oprah’s sofa.  Much more amusing.

What’s your PR Verdict?