 JESSICA
SIMPSON: PR BLUNDER TO PR WONDER
By Jenny Fujita and Joy K. Miura, Fujita & Miura Public Relations
This
summer, MTV launched "Newlyweds," a reality series documenting
pop singer Jessica Simpson and her new husband Nick Lachey, member
of the boy band 98 Degrees. Early episodes presented Simpson and
Lachey settling into "holy matrimony" and working on
their new albums. From an initial PR aspect, this was an innovative,
yet trendy way to promote their music.
But
as new episodes aired, Simpson began receiving criticism for being
a spoiled brat and a dimwit. She mopes around her new luxury house
not wanting to clean it. During one show, Simpson asks her husband
if Chicken of the Sea tuna is chicken or fish. In another, she
refuses to eat Buffalo wings because she thinks they are made
with buffalo meat. Negative stories began circulating on Internet
chat rooms and even "Saturday Night Live" poked fun
at Simpson.
The
reality series that seemed like a wonderful idea was becoming
a potential threat to Simpson's reputation, but the pop songstress
didn't miss a beat. Her newest music video features Simpson making
light of herself by appearing with a tray of Buffalo wings and
eating tuna. ABC News reported that she also visited the Chicken
of the Sea headquarters where the company's Senior VP of Marketing
is considering making Simpson a company spokeswoman.
Simpson
has illustrated a brilliant way to turn a PR blunder into a PR
wonder. When it's appropriate, making fun of yourself can help
turn the tide so that people are laughing with you, not at you.
This method can easily be applied to many situations. Just make
sure to maintain tasteful humor and communicate your "self-deprecation"
to the right publics in the best ways. Maybe you too can transform
your fish (or is that chicken?) into filet mignon.
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