Let’s set aside, for a moment, David Letterman’s sexual trespasses. Let’s focus, instead, on his public relations strategy.
Having advised and counseled many clients and their attorneys facing crises, I’ve watched Letterman do what too many individuals and organizations are too frightened to do: Go public first with bad news. Too often, folks facing crises hope and pray the news won’t get out; or opt not to comment because of litigation; or choose to respond in arrears with excuses and evasions.
But Letterman played offense. Here are some pages from Hetrick’s media training playbook well executed by Letterman this week and last.
• Get bad news out fast for a quick story death. No, the Letterman story’s not gone. But it’s fading faster than it would have had it been unearthed by blogs, tabloids and prosecutors, then played out in the courts.
• Control the first story. Because it’s used as a reference point for all the coverage that follows, whoever controls the first story often wins. By going first, Letterman controlled the message, the medium, the timing, the setting and the “I’m the victim” positioning.
• Be honest. Letterman admitted wrongdoing, painful as that proved for him, his wife and his staff. Those who duck and weave lose even more credibility as the story drags on.
• Say you’re sorry. Until and unless you do, no one hears anything else you have to say.
Now it’s your turn. Did Letterman turn lemons into lemonade with good PR? Or will he ultimately be crushed despite some short-term spin?
Posts
I think he’s put a bad taste in people’s mouth, but a year from now he’ll be right where he is today; making jokes on late night, still trailing Conan. He’s given to some great philanthropies and for the most past done well in his career, which is always a plus. I think the court of public opinion will grant him a stay of execution and he’ll retire having been remembered as one of our late night kings who made mistakes like the rest of us.
Dave, Dave, you are not doing Ball State proud! From a PR perspective, it was probably the best move for him to make–allowing him to control the first story. I think more dirt will surface but as usual minor celebrity indiscretions will fade away.
Is anyone else tired of the middle-age white male philandering that always makes the news? Just like with Clinton, America will turn the other cheek. Hollywood would lead us to believe that the only people in monogamous relationships anymore are our parents.
Letterman did what everyone expects show-biz and executive males to do–he took advantage of having a harem! He certainly didn’t invent this easy ethic way of life. He just proved he’s one of the guys. Hardly news-worthy.
The news-worthy element is in his alledgedly being blackmailed by a guy who also had enjoyed this upwardly facile hussy’s favors. Take a poll. Halderman and Letterman aren’t the only ones in her past who helped her “sleep her way to the top” or is it the “bottom?” And Letterman’s wife? She had plenty of time to know who he is and how he operates. She’s embarrassd, of course, but hardly surprised.
His mother Dorothy is probably even more embarrassed. She’s a decent person with mid-western values and mid-western neighbors. I hope she grounds him for life!