You can buy all the advertising you want in all its digital and traditional versions. But nothing beats the immediacy and staying power of a compelling news story.
Kathryn Borel, my new hero, slammed Jian Ghomeshi by confirming his abusiveness and winning the day for all his victims and everyone who believed them. She took his apology and, within the parameters of the peace bond, delivered a clear message about the rightly disgraced, former CBC star.
Her brilliantly brave decision to read her letter to a captive audience of reporters enabled Borel to turn Ghomeshi’s apology against him by highlighting exactly what everyone feared, suspected, denied, doubted or shrugged off.
Now there’s proof about the quality of the man.
Another well-coordinated bit of PR for the much greater good was The Hollywood Reporter piece by Ronan Farrow. With his father, Woody Allen, about to bask in the glory of the Cannes Film Festival, Farrow’s guest column dropped and effectively focused headlines on concern about Allen’s dark side.
Talk about stealing thunder and trumping a powerful PR machine with a better PR move! Who says all public relations is bad.
All this to say, these two stories benefitted from a timeliness that used the news media and public’s interest in Ghomeshi and Allen to turn the story against them. They also benefitted, in my opinion, from having the truth on their side.
Good for them.