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@ChrisBrown: When Crisis PR Doesn’t Come To The Rescue

 
When I first heard the news of Chris Brown's meltdown, several questions and thoughts ran through my head. Did Chris Brown fail himself or did he fail his fans, most specifically, #TeamBreezy?. Either way, we all have lost our cool one time another, but one must abstain from such emotional outburst when the camera and lights are on. Moreover, when one is a celebrity the degree of scrutiny he/she endures can not be measure to the life of your everyday citizen.[/p]The most perplex questions that hovers in my mind is where was his publicist? Publicist who have clients embroiled in controversy will usually tell the interviewee which questions are off limit. Why was this not done in this incident? I reached out to renowned publicist Christal Jordan of Enchanted PR to find out what went wrong and how could the fiasco been avoided.[/p]

Here is her response:
From a media coaching standpoint what went wrong and could have done different?

In my opinion the trouble with Chris Brown started long before the outburst. While its true that he is almost three years older than he was at the time of the incident; at the time mainstream America was falling in love with Chris Brown he was a clean cut lovable kid with an infectious smile. (see Doublemint gum ad) it still would've been nice for him to have been somewhat recognizable to that audience. Yes we know that he has grown and matured since the incident I think it was a mistake for him to appear on Good Morning America dressed like a rebel with a cut off jean vest, tattoos everywhere and of course the bleached blonde hair. In media coaching we stress the importance of knowing your audience and being mindful of that when preparing for an appearance. The GMA audience is a much more conservative audience than say a MTV awards audience so especially at such a fragile time in his career it would've been smart to error on the side of caution when preparing for that appearance.  Although Chris Brown is experiencing success on the R&B charts if his team intends for him to reclaim the type of endorsements and relationships that were once being thrown his way, its important for them to be very strategic with every single appearance and opportunity on this road to redemption. The rebel attitude will not get him crossover appeal, it only works to further alienate that audience and also reinforces the idea that he is "trouble".[/p]Should the publicist have told the interviewee that all Rihanna questions are not allowed; and do you think he made matters worst with by tweeting about the incident?[/p]I have heard that his publicist gave permission for him to be questioned about the incident with Rihanna, but that's hard for me to believe. The way Robin Roberts asked about the incident was in a round about way and she probed on some of his own words, so that would suggest to me that he wasn't prepared to answer those questions. Explaining the acronym, F.A.M.E. as forgiving all my enemies was his first mistake. Not only did it make him seem as if he were playing victim, but it also gave her an opening to probe further and opened up an uncomfortable line of questioning. I don't understand why he wasn't prepped thoroughly right before the interview and the consequences of that interview going badly weren't stressed. His actions after the interview went wrong were beyond unacceptable and only work to reinforce his issues with violence and anger management. There must be someone on his team to which he is accountable and has the ability to reach him when he's in an agitated state.  While Chris was wrong, I can't help but wonder why his team didn't prepare him better for uncomfortable questions which he is inevitably going to have to answer. Chris Brown's team has been mysteriously missing in action alot over the past two years. After the incident he took to twitter with a vengeance which was a huge faux pas on the part of his team. They finally took down the twitter handle @mechanicaldummy and silenced him for a period of time. Unfortunately his team neglected to sanction his twitter usage and last year he got into a twitter beef with former R&B boy band member Raz B. While going back and forth with the troubled artist made a few fans laugh, it only worked to further establish Chris as "troubled" with mainstream media.  After his incident this week on GMA, Chris Brown once again began tweeting his frustrations, likening himself to Charlie Sheen and claiming he was being treated unfairly. I am confused as to why the label would allow him to tweet without supervision on his promo tour. Yes he is selling more records than he did with the last album, but compared to what he could be doing its a huge step down. Perhaps the label is only interested in him selling records and not reviving his public image with mainstream America but in my opinion that is a huge mistake.[/p]Do you think we seen the last of Chris Brown or that he will be able to redeem himself?[/p]I do believe Chris Brown can recover from his tainted public image. As long as one is talented and has the ability to generate revenue for themselves and those around them there is an opportunity for redemption. If I were advising Chris Brown's public image I would insist he go through extensive crisis media training and would request another interview with Robin Roberts. The GMA audience is huge and after the damage done if he were able to return to the scene of the crime and show transparency while explaining his actions I think it would do him a world of good. I would insist that he use his public and social image to sell records and showcase the camaraderie and support that he has with some of his famous colleagues that have great images. I would suggest toning down his appearance to where he is able to express himself with style but yet move a bit closer to the commercial image that America fell in love with years ago.[/p]

 

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This is the site of notable journalist and filmmaker Rahiem Shabazz.

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