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Reshaping an Image
June 5, 2003
By Kevin Canfield, Courant Staff Writer
NEW YORK --
Martha Stewart, Hillary Clinton and Sammy Sosa are not typically
linked in the public consciousness, but (this week, at least) they
have something in common: Each is in the midst of substantial image
rehabilitation.
The domestic doyenne, the junior senator from New York and the
slugging Chicago Cubs outfielder are in very different situations. But
what they share is the recognition that for their careers to continue
apace, public opinion will have to be shaped to their advantage. It
seems little more than happenstance that all three would be in the
news this week, yet theirs are interesting case studies in how one
recovers from an indictment (Stewart), explains away a cheating
husband (Clinton) or accounts for cheating at a top-tier sporting
event (Sosa).
Let's begin with Stewart, who was indicted Wednesday on charges that
she sold 4,000 shares of ImClone stock after receiving an illegal
heads-up that the U.S. Food and Drug Administration was about to deny
the biotech firm's application for approval of a cancer drug.
Public relations experts say that watching Stewart has been a learning
experience -- that is, they've learned how not to deal with a similar
situation should it arise on their watch.
``I think Martha's biggest mistake is that she's taken all of her
advice from her lawyers and not from public relations consultants,''
said Tom Bradley, vice president and director of public relations for
Mintz & Hoke, an Avon ad and public relations firm. ``She hasn't
really said anything at all, and the public takes that as an admission
of guilt. Sometimes the worst thing you can say in a situation like
this is, `No comment.' She really should've been more forthcoming
immediately. I'm not sure what she could've said, but nothing at all
is not usually a good choice.''
At the other end of the spectrum is the affable Sosa. The wildly
popular right fielder was busted Tuesday when umpires discovered that
his shattered bat -- broken by an inside pitch from Tampa Bay Devil
Rays' pitcher Jeremi Gonzalez -- contained cork. (Players are not
allowed to doctor their bats with cork or any other substance that
might enable them to hit the ball farther.)
Public relations pros say that by addressing the media immediately
after the game -- Sosa claimed he typically only uses corked bats in
practice to entertain fans -- the beleaguered batsman handled the
situation in Hall of Fame fashion.
``That makes a huge difference if people go ahead and do that,'' said
Denisha Stevens, senior vice president of Vollmer Public Relations
Inc. of Dallas. ``If you're seeking attention as part of your career,
you can't stop doing interviews when something goes wrong. You need to
be forthcoming in good times and bad times.''
Hillary Clinton, meantime, finds herself in an entirely different
situation. Two years into her senatorial career -- and a few years in
advance of what some believe will be a run for the presidency in 2008
-- the former first lady has not been accused of wrongdoing. Still,
she does have some public relations issues, in part because of her
husband's wandering eye.
Clinton has split the difference between the Stewart and Sosa
strategies. After it was revealed that the president had a
relationship with an intern, Clinton mostly clammed up at first (like
Stewart) -- but (like Sosa) she will come clean next week with the
publication of her memoir.
``Coming out to the whole country, honestly, openly, saying, `This
is what happened' -- I think that's going to boost her popularity,''
said Ashley Rothschild, the owner of a Marina del Ray, Calif., image
consultancy firm. ``I think it's brilliant.''
Writing a book can also be perilous, though. It was a just a few
months ago, remember, that New York Yankees pitcher David Wells, no
stranger to image problems, admitted that he wasn't exactly sure what
was in his own controversial autobiography.
``It's risky to write a book because, if you don't come across as
credible, if you appear to be blatantly spinning and not telling the
truth, that will hurt you much more than it will help you,'' said
Bradley. ``The other thing is that the volume of information in a book
can potentially give your enemies a lot of information. You know
people at right-wing think tanks will be poring over [Clinton's book]
to see what they can punch holes in.''
Public relations strategies may differ, but there is one thing that
any good image consultant or public relations pro will tell you: Offer
up the truth, and eventually you'll be forgiven.
``American people are really forgiving, and people are looking for
honesty, decency. We all want to trust someone,'' said
Rothschild. ``Look at Bill Clinton. If we can forgive that snake,
then we can forgive almost anyone.''
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