Rick Perry, Ron Burgundy, brand damage and the power of the PR gaffe

With supporters helplessly looking on the Republican candidate committed harakiri, or in this case, media suicide, in spectacular fashion. As gaffes go this was top draw. Like a rabbit caught in the glare of the headlights words began to fail Perry and with seconds ticking by tension mounted as the apparently paralysed Governor failed to remember the name of the third federal agency he’d pledged to axe as US president. In the end all he could muster was, ”Sorry. Oops.”



Had Glen Hoddle had been there at this point, one suspects he might have said that Perry was paying for sins in a former life while you imagine Perry’s most fervent supporters probably reacted like this…

http://www.youtube.com/watch?v=Pxm-cVCdziI

Fans of Anchorman would no doubt remember that Ron Burgundy couldn’t do anything without the help of his trusty teleprompter, but in today’s media scrum there’s often nowhere to hide for those in the spotlight – the very reason that practice makes perfect. One can only imagine the trepidation within the respective PR teams as George Bush and Sarah Palin strolled out the front door of a morning seemingly without a care in the world.



Both display that remarkable talent of being able to engage mouth before brain just as the cameras begin to roll, something that makes them ‘open season’ for networks everywhere or in the case of the ‘feminist’ Palin, like shooting fish in a barrel…



And who could forget Bill Clinton and this little beauty...



The former US president’s attempt to cover up his affair with Monica Lewinsky spectacularly backfired and is as good an example as any of someone trying to hoodwink their audience – in this case the American people. Clinton’s following admission and complete u-turn caused a scandal.



However, that didn’t prevent him from completing his term in office and he actually left with the highest approval rating of any U.S. president since World War II – proof right there that contrition can bring forgiveness.

Even so, members of the public don’t like to feel as though they are being taken for fools, whether you are selling ideals or just on the high street, as Gerald Ratner found out to his cost. If someone asks you how you can sell something at such a low price, you probably shouldn’t be replying, “I say, because it’s total crap.”

Ratner’s remark provides a stark reminder that your line is always the company line even when you think no-one is really listening. While transparency and approachability are to be applauded, every brand needs to find a balance. This means choosing your words carefully and having the foresight to test them in and out of context with your communications team in advance. After all, something that seems funny in the office might not sit quite so well with the general public or shareholders.

Today, remaining true to your brand whilst being trustworthy and respectful to your audience is central to helping set the media agenda. Throwaway comments aren’t throwaway any more either. Social media sites like Facebook and Twitter and the all-encompassing power of the internet have seen to that. In this sense being able to trust brand custodians and media spokespeople is now more essential than ever. Of course, they won’t always get it right and the media world is littered with the mistakes of those that don’t.

Time spent on message development and building both the skills and confidence of proposed interviewees is never wasted though. It helps prepare them for every eventuality and makes them better storytellers all round. Good spokespeople know their audience and can get their message across succinctly without waffling. Great spokespeople can do that effortlessly while forming an instant connection through personality and charm. Equipping them with the means to steer and influence any conversation to get the result they want should form the basis of any media training programme.