Sean Penn & How to React to Stupidity…
Open Letters to Sean Penn; What does your media strategy do for you?
OK – so I’m not one to get into politics and I really won’t. I just want to explore the strategies behind public media rhetoric. Let’s keep that clear.
Sean Penn, an Academy Award-Winning Actor, was on Bill Mahr’s show this past Friday and made comments regarding Venezuelan leader Hugo Chavez. Surprise! It’s not going over well.
Penn is not known for his centrist political views. He’s started off this week being ripped apart by Fox News and Maria Conchita Alonso. Alonso wrote “Open Letter to Sean Penn” which has topped Google’s Hot Search Trends. Videos, commentary and mostly controversy is spreading across the web. How does this bode for his career? Better yet – let’s say you were in his position (disregard his views). How would you manage this?
It is very important to follow the first step in my advice to people in a similar situation like Sandra Bullock. You have to let a certain amount of time go by. Let people become aware of the situation and let their initial reaction fade.
Crisis management is about timing. Quickly responding does not apply here because Penn has no impending movie. He has his Oscars. He has his choice of future roles. If you have a new service launching shortly or a new location opening – respond within the hour! Milk (no pun intended) the publicity for a while and let your response be heard. Make sure no one has time to interject with their views. If you don’t have a whole lot going on – take your time to strategically respond in force.
The last big thing is that when your action is being viewed as stupid you must apologize. Even if you know you’re right, apologize. Explain yourself in the same sentence but make sure you apologize for the rancor your action has caused. It’s as easy as that. Make concerted steps to appear apologetic. Without doing so you risk your entire business.
Keep your media strategies simple and nimble. Take it one step at a time and consider what you are saying. Media is nothing without content. If your response is not something people want to hear then your content is dead. Your strategy failed. Nine times out of ten people want to hear your apology – the news wants to report about it and you want to keep the media working for you.
See you back on Wednesday!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
