You Can't Control Everything

I was having a conversation with my friend the other day about the Rihanna/Chris Brown situation. In particular we were discussing how all of the sponsorships that Chris Brown had, have been taken off the air. Brown had numerous commercials and was the spokesperson for brands like Double Mint Gum; but after his most recent run in with the law and the impending trial he is facing, his spots were quickly removed from the air and he no longer does press for this company or any of the others he represented. This brought me to the topic for this blog, spokespersons. According to “Strategic Planning for Public Relations” by Ronald D. Smith, there are three categories of rhetoric. One of those categories is Ethos. Ethos is persuasion based on the character of the person delivering the message. It’s also based upon how the audience perceives the speaker and it can be divided into three C’s:

1. Credibility- the power to inspire belief.
2. Charisma- having a magnetic appeal (also thought of as charm or “swagger”).
3. Control- the spokesperson’s command over the audience.

Now, as we all know Chris Brown at one point in time had all of these qualities, making him an excellent spokesperson. Unfortunately for him, when the news broke about his alleged altercation with Rihanna, he lost at least two of these things. His charisma seems to have stayed in tact. He hasn’t made any real public appearances since the incident, but once someone has charisma, it’s pretty hard to lose. His control however has suffered. Many are unwilling to acknowledge him because of recent events and therefore he lacks any command over an audience. Lastly, and most importantly in this case, his credibility has taken a huge hit. Once a clean faced, young man with a bright future and loads of talent, Brown is now thought of in a far more negative light. He has lost that credibility that made him such a noteworthy performer and celebrity spokesperson and once credibility is lost it is nearly impossible to get it back.

So this brings me to my main point. When you are an established PR professional and you are given the task to choose a spokesperson, remember, that even though they may seem ideal for your company, they are human beings and ultimately their actions are out of your control. The best you can do is choose someone who fits your company’s image the best and be prepared to do any kind of damage control that comes around if it doesn’t work out. I’d love to hear your thoughts on the subject. Talk to you later.

--Porsche