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The Free Download on MyRagan this week explains why communicators should teach their executives to say, “I don’t know.” But what happens when communicators don’t understand the importance of these magic words?
They do gymnastics with the truth.
Take this recent example. On Aug. 1, news reports said comedian and actor Bernie Mac had been hospitalized for pneumonia. Mac’s publicist, Danica Smith, said the comedian was “responding well to treatments and should be released soon.”
Got it; he’s hospitalized, doing fine, we’ll see him soon.
Two days later, Aug. 3, sources told Chicago newspapers Mac was in “very, very critical condition.” His condition had worsened, the media reported. And Smith’s reaction to the development?
“Absolutely untrue,” she said, calling the reports “horrible rumors” and insisting “nothing has changed.”
Mac passed away Sunday, Aug. 10, of complications due to pneumonia.
Mac and his family deserved privacy and discretion during his final days—no doubt about that, but why did Smith have to fib? Why not tell reporters, “I don’t know the exact extent of Mac’s condition,” or simply, “I can’t comment on those reports.”
Danica Smith is a high-powered Los Angeles-based publicist so maybe she knows better than me—I don’t know.
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Good list, tho a bit US-centric. The world is full of unmitigated PR gaffes; Renault's F1 race fixing; UK PM Gordon Brow...
Comments (7)
Sue,
I'm glad you challenged my journalistic integrity on the gymnastics metaphor. Allow me to explain the vault.
When someone departs from the truth it's often a mad dash towards the inevitable (the horse) and, like a gymnast, a talented liar can spring over the inevitable (horse) and even do twists and turns before landing, hopefully in tact.
Sue, I think the vault is actually the best gymnastics metaphor in this instant. Thanks for helping me flush it out.
Posted by Michael Sebastian | August 13, 2008 9:07 PM
Posted on August 13, 2008 21:07
It's ALWAYS nuts to lie, and I'm surprised how readily so many people are prepared to do it in public. (1) There's always something preferable and smarter to say - even if it is only a holding tactic - if people would only think of it. (2) When the truth comes out, which it usually does, the lie is always judged as the one untenable position. (3) Most reasonable people will regret having told the lie when they are found out.
Lying is not worth the risk. Leaving aside INTEGRITY, REPUTATION is at stake (sorry but variable things like share price, etc., aren't worth risking reputation over).
Posted by Antoni | August 13, 2008 7:49 PM
Posted on August 13, 2008 19:49
We can apply the old joke to this category of communication "professionals."
"How can you tell when a celebrity's publicist is lying?...."
(For those who don't remember this old chestnut, the answer is: "His lips are moving.")
Posted by Elena | August 13, 2008 5:35 PM
Posted on August 13, 2008 17:35
I have personally watched 2 people respond well to treatment, only to see them die within the week. Maybe he was doing better, maybe he wasn't. It wasn't really any of our business anyway.
Posted by Jody D. | August 13, 2008 2:05 PM
Posted on August 13, 2008 14:05
This is at least as bad as Terrel Owens' publicist who dialed 911 during his suicide attempt and then denied that was his intent the next day, citing T.O.'s "15.3 million reasons to live".
That said, I need you to be more specific with your "gymnastics" metaphor. Balance Beam, I can see. Pomel Horse, that I can definitely see. Uneven Bars, now we're stretching. And the vault? Please explain the journalistic equivalent to that!
Posted by Sue Bylevyn | August 13, 2008 1:27 PM
Posted on August 13, 2008 13:27
I would have done the same thing Danica Smith did. The man deserved to die peacefully with his family, in private.
Posted by Karen | August 13, 2008 1:17 PM
Posted on August 13, 2008 13:17
A blunder, denial or a red herring by a caring friend to stave off a salacious death watch by parasitic papararazzi and ghouls? I don't know.
dm
Posted by donmorberg | August 13, 2008 12:01 PM
Posted on August 13, 2008 12:01