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?