Blog
07.14
To Speak or Not To Speak. What a Question.
Recently, thanks to MediaBistro's PR Newser, we have heard from one of the most popular people on the planet - Keith Estabrook.
Who?!
In other words, Lebron James' publicist.
(The room fills with "AHHHHHHH!" and those light bulbs popping over everyone's heads.)
Despite my aversion to publicists (as compared to PR professionals), this is a guy who understands what's up. You know that by the light bulb moment earlier - his name has been relatively unspoken and his face unseen.
The guy understands to put his client in the middle of the action while he sits in the back of his bus holding the binder full of loose-leaf papers.
And, as seen in the aforementioned story, when he is asked a question about his (in)famous client, he doesn't talk much:
So what did Estabrook think of the ESPN special, and surrounding media storm? "'The Decision' telecast raised approximately $2.5 million for the Boys and Girls Club of America and that's a great thing," he said. What about those who said it was "a new level of narcissism?" Estabrook declined to comment on any of that, sticking with his thoughts on the charitable efforts of his client.
Good boy.
Turning the page to another mysterious publicist, let's talk about Mel Gibson, who has offended every group of people outside the remote folks in East Timor. (I hear they're not big on TV, so no worries, Mel. Fire away.)
We don't know the name, but we certainly know the client. Recently, entertainment PR icon Howard Bragman was on CNN discussing this man in the shadows:
"A celebrity has to deal with the court of public opinion and the court of law," said Bragman. "...And you have to know who's more important at that moment. At that moment the publicist has to defer to the lawyers." Bragman said Gibson's publicist is "doing the right thing, which is essentially saying nothing right now."
So, it begs the question, "When is it the right time to address the press, the consumers or the haters?"
The answer is as simple as it complex - it depends on the situation. Each of us, regardless of sphere of influence, have an audience to answer on situations. From your team to your sponsors to the world, when they demand an answer, you have to answer.
Of course, as PR pros, "you" is better defined as "your client". The only job "you" have is counseling your client on when to speak and when to stay quiet.
To be able to master timing is as much an art as it is a science.
Both Lebron and Mel may not have timing down personally, but they have figured out a hiring process fairly well. Have you? Maybe that's why your message is or is not out there.
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