The last six years have led to a re-writing of what we thought the rules were when it comes to public affairs and the practice of public relations.
Several high profile people and companies have demonstrated that the media universe is so fractured, in the modern era, that any negative publicity can be survived if you have the strength to ignore it as a story unfolds.
Unlike the pre-cable television news, pre-internet period, when a few dominant news organizations were able to pound errant public actors into submission - or resignation - through repetition today’s audiences live in their own media silos and those silos are relatively small.
There have been several public scandals in recent years that have led observers to say, “Ten years ago, this would have resulted in the end of someone’s pubic career.” Increasingly, those targeted by negative media coverage choose simply to ride it out without shame. Examples include:
Elon Musk
Tucker Carlson
Fox News
And of course, the king of shamelessness, Donald Trump
But in contrast to the last six years, the last six weeks seem to be suggesting that the no apology strategy does not always work. The last six weeks have led to the indictment of the former president, a civil trial in New York City in which he stands accused of rape, and at least three other criminal investigations that could lead to additional state and federal charges.
The record defamation settlement involving the network known as Fox News shows that lies have consequences. And the firing of Fox host Tucker Carlson shows there is no such thing as impunity when it comes to unprofessional behavior.
At MCG we have long advocated that our clients cling to the truth during difficult times. For some, the advice may seem quaint, but we believe it is the only sure winning strategy.
Bottom Line: While “a lie can travel halfway around the world while the truth is still putting its shoes on,” eventually the truth catches up.