To Sheen or to Tebow: The Celebrity PR Dilemma

Just when you thought the Charlie Sheen saga couldn’t get any stranger, Fiat and Direct TV enter the picture.  The newest commercials for the Fiat 500 Abarth and Direct TV showcase the actor who now is perhaps best known for having the mother of all public meltdowns, at least it appeared to be a meltdown.  Looking at it now it might just be the newest PR and media relations strategy for actually “winning” product endorsement deals.

Yes, the actor and warlock Charlie Sheen has emerged from the ashes in a big way. The ex Two and A half Men star has reemerged as a commercial hit.  Perhaps this marks traditional advertisings full embracement of celebrity train wrecks as marketing tools.  Reality TV has used that formula for years now.  In the formula, the most obnoxious one is the biggest celebrity. The train wreck is the one who lands all of the publicity.

It’s hard to deny that these ads are funny, but what’s interesting is to try and figure out what they say about us and our culture.  It’s as though Superman’s Bizarre world came to life in front of our very eyes.  Forget the celebrity with the wholesome or upstanding image, now advertisers will fall all over themselves in search of nasty, disagreeable, noxious.

The DirecTV spot, illustrates how a personal encounter with Sheen happens at the end of a downward slide into ruin which comes about as a result of having regular cable TV.  In the end Sheen and the protagonist are in military gear play-acting scenes from Platoon. In the Fiat commercial, Sheen hoops and hollers and spins in his Fiat Abarth around the inside of his mansion. Later, while Sheen, wearing a fitted suit and ankle bracelet, exits the car stands next to model Catrinel Menghia, and grinning up at a cheering crowd standing on the balcony above him, cries out: “I love being under house arrest!” Not that Sheen has ever actually been under house arrest, but by now most people probably think he has.  Is this the Resurrection of Sheen?  Was “winning” more a prediction than a boast?

When Fiat was questioned as to why they decided to go with Sheen (who many would have viewed as a commercial liability) Olivier Francois, who also serves as Chrysler’s chief marketing officer explained:  “The Fiat 500 Abarth is the bad boy of the Fiat vehicle lineup, and Charlie Sheen personifies the edgy and fun attributes of the Fiat 500 Abarth.”

Who can argue with that? Not that wholesomeness and apple pie are complexly off the radar.  Tim Tebow represents the counterpart to this Sheen PR strategy.

Tebow is the Heisman Trophy winning former quarterback of the University of Florida Gators. Tebow who lead the Denver Broncos into the playoffs.  Tebow is known for his trademark one knee prayer stance.  He was followed through his senior season by a film crew, which produced the “Chosen One”. A one-hour documentary that looked at Tebow’s football career, work ethic and family life.

Both celebrities are now household names and both have now become verbs.  When in doubt celebrities now have a choice, they can either Sheen or Tebow.

Copyright © Anthony Mora 2012

Thompson, Rebecca. “Americans want to live next to Tim Tebow, not Nancy Grace, Charlie Sheen.” Photos. Landmark Report. 16 Mar 2012. <http://landmarkreport.com/rthompson/2012/01/americans-want-to-live-next-to-tim-tebow-not-nancy-grace-charlie-sheen&gt;

Controlling Your Media Image: Why Many Celebrities Fail

Generally those who have the most trouble trying to utilize the media are those that have no real idea how it works.  Simply because someone is a celebrity, or head of state, and has been continually highlighted in the media, doesn’t mean he or she truly understands the inner workings of the press.  Appearing in front of the camera day after day does not make one an expert in the process.  Those who have had the most media coverage are often the ones that have the most naive or delusional take on how the media actually works.  Often when celebrities run into a damage control situation (such as the Charlie Sheen fiasco) they believe they are the story, where generally it’s the train wreck that’s the real story.  They simply happen to be the ones driving that train.  They eventually end up trying to put out fire with gasoline and their media and image problems only continue to grow.

It used to be that newspapers, magazines, along with network and cable TV, defined and shaped the stories we read or watched.  We’re now in the world of citizen journalists and social media.  Twitter or Facbook not only distribute information, now they become stories in and of themselves.  For example, when Sarah Palin or Charlie Sheen posts a Tweet and you suddenly have a news story.  But, as we’ve all seen, they don’t necessarily control that story.  Tweets and posts take on a life of their own and can often backfire.

Whereas many have tried to utilize the media for their own ends and have failed, there are cases where individuals have been able to achieve their ends.  Howard Stern was certainly a master of utilizing the media.  Those that are most successful, like Stern, generally have a media outlet where they can actively control the message if it starts to run amok.  Glen Beck comes to mind.  He has a nightly forum where he can shape his message.  It’s much more difficult to control if you are outside of the media.  Yet we’ve all seen damage control scenarios where a celebrity or politician goes on the “right” shows to get his or her message across and then steps back.  That can work.  But it is getting more and more difficult now.  Interacting with the media isn’t something that should be taken lightly.  There are inherent dangers in carelessly playing the media game and being a celebrity or a “star”, does not immune you.  In fact the bull’s-eye on your back is all the bigger.

Copyright © Anthony Mora 2011

 

The Charlie Sheen Media Saga: Is Violence Against Women Really Okay?

Perhaps the strangest aspect of the whole Charlie Sheen media storm, at least from my perspective, is that the furor has been about his drug use and his tirades against his producer.  Don’t get me wrong, those aren’t good things, but physically and verbally abusing women, seem like activities that should be a bit higher on the outrage meter.  Yet Sheen always appears to get a pass when it comes to those behaviors.

One would think that such actions against women would cause overwhelming media furor, some national outrage, maybe a few raised eyebrows on the part of CBS.  And Sheen didn’t simply accost one woman, there were a number and he did it repeatedly over the years.  Why was this behavior so forgivable, whereas drug abuse and name calling cause production to come to a halt?  Much of this behavior started before his current TV show, but it has continued throughout the years.  To give credit where credit is due, CNN did report on these issues with a report called: “Scandals Don’t Faze Charlie Sheen’s Career.” The segment echoed the fact that no one seemed to care.

Just to cover some of his history on this front, Sheen served two years’ probation for a 1996 assault on then-girlfriend Brittany Ashland.  A year earlier he settled a case out of court with a woman who claimed he’d hit her when she refused to have sex with him. In 1990, in an incident deemed an accident; he shot his then fiancée Kelly Preston in the arm; not to mention the accounts by ex-wives Denise Richards’ and Brooke Mueller.  Other accusations coming from hookers and porn stars have followed. His choosing to take drugs, or going off on a tirade against his employers just doesn’t seem to fall in the same category as physical abuse; yet it was his most recent actions that caused to (at least temporarily) pull the plug.

Granted Sheen was not overly polite to his producer.  In a recent interview he said that he (Sheen) must have embarrassed him (Lorre) “in front of his children and the world by healing at a pace that his un-evolved mind cannot process.”  He then ranted on calling Lorre a “turd” and a “clown” and later used an anti-semitic term while referring to Lorre’s name. None of that will win you high grades with your employer, but still it pales compared to some of Sheen’s other actions.

But, so seems to be the case.  Now that Sheen has been chastised by CBS and his show has been halted, what moves can he make?  First and foremost he needs to stop trying to control the media storm.  Currently he’s basically trying to put out the fire with gasoline. From what I’ve seen, his recent interviews are only digging a deeper hole.  He needs to understand he’s not the one to make the call in this situation.  That’s obviously something that’s difficult for him.  Right now it’s not clear if he fully understands the gravity of the situation.  He’s in crash and burn mode and he might need to completely hit the wall before he can start to work on repairing the damage.  It will take time.  He’ll need to publicly own up to what he’s done.  He’ll need to show true remorse and find ways to make amends.  The public is forgiving.  If they see that he has changed his ways, that he sees what he’s done and that he is truly sorry, he can start to win them back.  He’s one of, the if not the, top paid actors on TV (or was until recently).  He’s the star of a top rated network show.  He can turn this around, but not by continuing his current behavior.   An advisor needs to step in and take control of this free-fall.  It can be reversed to some extent, but before the media damage can be repaired, the crux of the matter needs to be dealt with.

From my perspective, the real question isn’t whether Sheen can turn this situation around, but why this fiasco was allowed to drag on so long and why action wasn’t taken sooner.  More importantly why were the acts of violence against women not deemed that important?  In the end that might say more about us and the media than it does about Charlie Sheen.

Copyright © Anthony Mora 2011

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