Portland law enforcement officials have cleared former Vice President Al Gore in the sex assault case filed by a massage therapist. Owning a crisis PR agency, I’d like to share my views on what’s next for Gore?

An acquittal in the court of law does not imply a similar outcome by the court of public opinion. Gore’s legal win received a mere fraction of the coverage enjoyed by the blockbuster harassment charges.It’s time for Gore to gin up his PR game to protect his “ambassador of global warming brand.”  Here are some practical ways to recover from a crisis:

1. Break the silence: Strategically attract a top-tier media for a “softball” interview. This will get the attention necessary to put a positive spin on the resolved case, identify how easy it is to make false accusations, and how baffled you were by the accuser’s actions.

2. Make factual points: For example, the public was not present in the interrogation rooms. Only a few among the media mentioned that the allegedly harassed woman failed a polygraph test or that the case was closed for conflicting details in her testimony. Consider sharing these details to make a basic point of “knowing-the-facts” before making any judgments.

3. Present your new “you.” What’s next on your agenda? How will the public benefit from your service to the country, the environment, or any other cause you choose to promote. Make sure the public wants your name to be cleared – because you act for and represent the public’s best interest. Attract sympathy and support showing you’re willing to find new energies.

4. Inspire: The public loves comeback stories, so give them one. Make the private viewer relate to you by telling how this was a learning experience and how we all face ups, downs, and crises in our lives, which only need to strengthen us in our different directions.

5. Replace the news items under “Al Gore”: PR crises of the sexual kind are particularly hard to control and they don’t fade quickly. Internet searches will bring up results covering this humiliating topic, but it’s only true up until you provide some new items that relate to your true actions. Tiger Woods had to wait to replace his mess with the U.S Open scores and achievements. Your brand is associated with many more aspects of life, giving you the leverage to relate to various issues. Make sure to strategically bring us new news.

It’s not easy to recover from a crisis PR situation, but public figures can apply professional communication strategies to make, and even remake, their positive reputation. Every crisis is also an opportunity.

Now, don’t get the wrong idea… it’s not Carrie, Sex In The City fun. It is fun to work hard and work diligently for clients…. The following events of the week illustrate why I really do love public relations (even though there never seems to be a break)…

·        My client and I celebrated a very positive story in one of the largest newspapers in the country, which was followed by a huge TV segment of the same nature.  Both media placements resulted in a tremendous boost in sales for them, and also a nice raise for us.

·        I had lunch with an attorney, who is a client, where we discussed an acquisition that a mutual client is making. This all happened while sitting across from one of the largest celebrities in the world… just 48 hours ago…

·        I assisted a client in finding additional distribution channels for her multi-million dollar company…

·        I met a Congressman late nite (a few checks in hand)…

·        I counseled a client involved in a major crisis (two late, late nights).

·        And, in addition to all of this, I fielded multiple calls from media, made countless discussions with staff, constructed quick client notes, and had many face to face meetings…

Even 7 years after starting my own PR agency, I get a rush every single day when I see a client in the media, especially when we make a difference in the client’s business.  Public Relations is fun because we touch success in many different arenas and interact with many different industry heads. And, I do love it, even though I have missed the gym 3 days in a row now because of work…

Ronn Torossian

5WPR

I attended a fascinating client breakfast this morning, where my client matched interesting business people together for a discussion on various topics, and I came away inspired by dialogue.

Bankers, lawyers, developers and marketers were amongst the group and I found the amount of hesitancy that exists is something which remains quite concerning. People are talking a lot, but are hesitant to pull the trigger, as no one seems to know where the bottom of the market is. A very senior banker from a major bank said flatly there is ZERO lending available from his bank.  None at all, which I found to be simply amazing.

Next to him was the son of a high-profile billionaire who said that they have millions to invest, but haven’t done a deal. There is a lot of product available for investments and purchase, but people are really only selling companies, property or stocks if they have to.  One who can afford to hold on is holding on, and that’s a major issue.  Money simply isn’t flowing.

Successful high-profile people are increasingly concerned about their market perception.  While many are hesitant to do aggressive Public Relations, many folks who hire us are speaking of “brand management.”

Whether for market intelligence or to ensure no/neutral media coverage during this difficult time in the market, I predict perception studies and media management will be increasingly successful businesses even as the market remains volatile.

Ronn Torossian

5WPR

One of the most enjoyable aspects of owning a public relations agency (and working in PR in general) is the ability to meet a multitude of interesting people.  I have regularly met billionaires, fascinating entrepreneurs, celebrities and politicians over the years.  Today, I met the rare honest politician, and he very much impressed me.  These meetings reaffirm the beauty of working in PR and touching a variety of different industries.

Today, with many clients and friends of the agency in attendance, 5WPR hosted a speech by Nir Barkat, the just elected Mayor of the most magical city in the world, Jerusalem.  I met Barkat a few years ago and have spent time with him since then both in Jerusalem and here in the U.S.  He truly is the quintessential non-politician, and as his friend, I am proud to have been his first host in NYC during his first official visit as Mayor.  He discussed Jerusalem’s relationship with the American community, and he said, “I propose a partnership where those worldwide who care about the future of Jerusalem participate in the city’s development.  Under my leadership, the city of Jerusalem will build relationships, and we will do business together.”

Barkat spoke of public-private partnerships that allow overseas individuals who aid in Jerusalem’s development to meet the cream de la crème of Jerusalem’s business community.  I have always believed government should encourage business and that people who meet with mutual interests (even non-business related) will end up being beneficial to one another (and Barkat specifically mentioned sports, which I agree drives deep bonds).

Barkat, who is a self-made multi-millionaire through his entrepreneurial ventures, is truly a special individual.  I believe he will do great things in, and for, Jerusalem.  If there were more politicians worldwide like him, I believe more cities would thrive financially.

If you may be interested in attending future events here at the agency, please email me and let me know.  They are excellent ways to meet business contacts.

Ronn Torossian

5WPR

Yesterday’s AdAge article, “Is the President’s PR Barrage Working?” can be summed up with the following quote: “In the past few weeks the president, along with his wife, Michelle, have easily been on more magazine covers and done more TV and newspaper interviews than Brad Pitt, Angelina Jolie, Lindsay Lohan and Britney Spears combined.”

I wonder, could a Republican ever achieve this sort of positive media coverage ? Media is biased on many topics, including business and politics, despite all claims to the contrary.   As PR pros, we should remember this as we approach outlets.  As long as Obama remains loved by the media, he will get great press.

Ronn Torossian

5WPR