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April 25, 2006
Duke, the 2nd Dancer, 5WPR and Reputations In Crisis
PHOTO: Kim Roberts, 2nd Dancer in Duke Case
“I'm worried about letting this opportunity pass me by without making the best of it and was wondering if you had any advice as to how to spin this to my advantage.”
Comments from Kim Roberts, the 2nd Dancer in the Duke lacrosse case.
According to AP, the head of a New York public relations firm said his company will not be representing the second exotic dancer at a Duke men's lacrosse team party on the night another dancer said she was gang-raped and beaten by three members of the team.
Ronn Torossian said 5W Public Relations, known mainly for its representation of a few Hip-Hop music artists, would not be representing Kim Roberts on any sides in the lacrosse scandal, which has received nationwide attention in the media. Ironically, the above statement came only after Torossian released a private e-mail from his potential client, Ms. Roberts, to the entire media world. It seems 5WPR was more interested in publicity for itself in being considered for the assignment than in confidentiality.
Last week, in an interview with The Associated Press, Roberts said she sent an e-mail to the firm, which specializes in "crisis communication."
"I've found myself in the center of one of the biggest stories in the country," she wrote. "I'm worried about letting this opportunity pass me by without making the best of it and was wondering if you had any advice as to how to spin this to my advantage." The e-mail was signed "The 2nd Dancer."
Roberts, like the accuser, a divorced single mother who is black, took umbrage at the notion that she should not try to make something out of her experience. She is worried that once her name and criminal record are public, no one will want to hire her. Ironically, Ms. Roberts gave an exclusive interview to AP instead of saying no to the request.
"Why shouldn't I profit from it?" she asked during an interview with the AP. "I didn't ask to be in this position ... I would like to feed my daughter."
Defense attorneys for some of the lacrosse players said that Roberts initially told them that she doubted the accuser's allegations of rape, but said in the AP interview that she could never be sure because she was not in the bathroom where the alleged rape occurred.
"In all honesty, I think they're guilty," Roberts said. "And I can't say which ones are guilty ... but somebody did something besides underage drinking. That's my honest-to-God impression."
Roberts also acknowledged that she made a phone call to Durham County 911 during which she complained she had been called racial slurs by white men gathered outside the house where the party took place. She said she made the call because she was angry.
Roberts drove herself to the party and said she could have left anytime, but she said, "I didn't want to leave her with them."
PHOTO: 2nd Dancer in AP interview
Roberts then drove the accuser -- whom she had just met that night -- to a grocery store and asked a security guard to call 911. The accuser was described later by a police officer as "just passed-out drunk."
A few comments from the Reputation Doctor for the 2nd Dancer and 5WPR:
• Taking advantage of a tragedy for self gain is never a good thing. Spin is a four-letter word for a reason.
5WPR seems to specialize in entertainment PR and communications for consumer goods. Many PR firms say they do crisis communications, but few firms actually have enough experience in the crisis PR specialty to truly call themselves experts. As for the 2nd Dancer, Ms. Roberts, trying to profit from another person’s tragedy is absolutely disgusting. You should be ashamed of yourself for even thinking about it, but to put these thoughts and desires in an email was an even bigger mistake. Both 5WPR and the 2nd Dancer need to be reminded that reputation management and crisis PR in this case is serious business with lives on the line. There are true victims in this case and they do need crisis PR and reputation management to best defense their reputations. Sadly, the 2nd Dancer and 5WPR are now both negatively linked to a global crisis story only because they proactively put their own feet in their mouths.
• The 2nd Dancer should move on with her life and find a more acceptable career, and not seek to take advantage of a tragedy.
If the 2nd Dancer is truly seeking crisis PR and reputation management advice, here is some sound advice from the Reputation Doctor: learn some lessons from this tragedy and immediately seek a new career, consider gaining a sound education to better yourself and clean up your life. Seek excellence in your life and focus on improving your own situation through education, hard work and a life free of crime and inappropriate behavior.
• Confidentiality is crucial in the crisis PR and reputation management world and any true expert would have learned that fact on their first day of work.
As I said in a Fox News Channel interview last Friday on this subject, confidentiality is extremely important in crisis PR and reputation management. Any PR firm which releases an email to the global media from a potential client should have their head examined. Current clients must be questioning your confidentiality of their documents and emails. Other potential clients must question how you might also treat their requests. The PR firm itself created a crisis for its own reputation and those working for the firm. Learn from this example: trust and integrity are never, ever created by spin. Spin is a four-letter word for a reason. Spin is a lie. Excellent reputations are built with the bricks of truth, honest, accountability, transparency, humility and consistency. Taking advantage of a tragedy is never a good idea for anyone, especially a so-called expert. There are true victims in this case and they do need crisis PR and reputation management counsel. Their lives hang in the balance and their reputations continue to take hits on a daily basis. Winning a case in the court of law, but losing your reputation in the court of public opinion for the rest of your life is never a good thing. Think O.J and think again.
Remember, do the right thing when your reputation is in crisis and seek the counsel of an experienced reputation management expert. It will be a major challenge, but ultimately the rewards of repairing your reputation will be great. Why? Because Your Reputation Is Everything! ™
About Mike Paul
Mike Paul is editor of The Reputation Doctor blog. The Reputation Doctor is a nickname given to him by various clients. Mike's blog is located at www.ReputationDoctor.com. He appears regularly on Fox News Channel, CNN, MSNBC, Court TV, ABC News, ESPN, CBS News, BBC, and others as a weekly contributor and expert in the global news regarding leaders, celebrities, corporations and other organizations with reputations in crisis. Mr. Paul is also president and senior counselor of MGP & Associates PR (www.mgppr.com), a leading strategic public relations and reputation management firm based in New York. For interview requests, speeches, senior counseling or other business opportunities with Mr. Paul, call 212-595-8500 or email info@mgppr.com.
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