Dan Janal | Publicity and PR Leads Blog

Think of a mean tyrant. The world’s worst boss. The person you’d most hate to work for and one name comes to mind: George Steinbrenner.

For years, the media portrayed him as the boss from hell who fires people on a whim, chastises his employees in public and acts as if the world revolves around him.

In all those years, I believe George enjoyed that public portrayal as the bully factor allowed him to beat opponents and competitors to a pulp. Anyone facing George knew they would be in for a fight. Not exactly the win-win situation that I endorse highly.

Now that George is nearing the end of his reign, he is taking steps to ensure that his eternal image and legacy is not the mean tyrant, but the lovable philanthropist.

He is courting the press — and not veiled either — with his own admission that he wants to remake his image and the press is printing glowing reports of the wonderful things he did for his hourly workers who aren’t in the spotlight. George, apparently, is quite a guy1

Steinbrenner isn’t the first person to remake his image. Look at Alfred Nobel. The inventor of dynamite is remembered for bestowing the Nobel Peace Prize. Look at Joesph Pulitzer. The purveyor of lurid newspapers and scandal sheets is remembered for awarding the Pulitzer Prizes for outstanding newspaper reporting.

The list goes on and on.

So what does this mean for you?

Everything you do reflects on your public image. But unlike Steinbrenner, Nobel and Pulitzer, you and I don’t have the money and the influence with the media to remake your image in your later years. Best to make that image a positive one with the actions you do on a daily basis so when it is time to wonder about your legacy, you won’t have to wonder.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

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Leave it to NY Yankees owner George Steinbrenner to give us a few publicity tactics for stealing the spotlight.

Earlier this week, his cross-town rivals, the NY Mets announced plans to build a new stadium and hope to revive the city’s ability to attract the Olympics. Great story. Lots of good vibes.

However, George can’t stand to see anyone else get a line of good press, so on Wednesday, he announced his own plans to build a new Yankee Stadium. I’ve seen headlines in all the major papers because of this stunt, including a highlight on the front page of US Today and major coverage in the national edition of the NY Times!

Obviously, the plan was in the works for quite some time, as the press conference included 3D renderings of the new stadium, diagrams of the surrounding area, plans to revitalize the neighborhood and positive comments from city officials. In other words, a masterful PR plan was in place with all the ducks in a row — just sitting and waiting for the green light to go public with the news.

What does this mean for you?

If a competitor announces a major story, think of ways you can capitalize on it. For example, if they announce plans to build a new office building, call reporters and pitch them on the story of how your industry is growing and how your company is a player. There’s always an angle. Look for it.

Then you can be like George.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

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We can learn several important lessons from pop star Michael Jackson’s acquittal.

First, he who frames the debate, wins.

His lawyers put the victim’s mother on trial and made the trial all about her history of filing lawsuits and her “suitability” as a mother. In fact, one of the jurors said in a TV interview “what kind of mother would put her child in that situation?”

If you read between the lines, she is really saying that Jackson’s house was a bad environment for children — which is what he was on trial for in the first place! Yet she voted to acquit because the mother was put on trial. She saw that as a bigger sin than child molestation.

Second, he who frames the outcome, wins.

As Jackson’s triumphant lawyers spoke to the press they claimed they did their jobs to prove Jackson innocent of all charges. Said lawyer Tom Mesereau: “Justice was done. He was always innocent and we proved it.”

In reality, the prosecution failed to present compelling evidence of guilt, according to the televised jurors. There’s a difference between being not guilty and being acquitted. Just ask O.J. Simpson.

By framing the answer, though, headlines can proclaim, “Jackson innocent.”

Whatever the price Jackson paid, he clearly hired lawyers who know how to win in the court of public opinion. That’s money well spent.

What can this mean for your business?

Frame your messages as you would want your clients and prospects to member. Make sure the sentences are simple and (most important) repeatable. “Michael’s innocent” is perfect because it is very short and very repeatable. Much better than “Michael got off.”

Review lawyer Mesereau’s comment. In two sentences, he proclaimed his clients’ innocence twice and his own ability once. You can’t do better than that.

Dan Janal
Your Fearless PR LEADER
PR LEADS
www.prleads.com

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