Advice Making A Comeback From A Pr Crisis

While it's always a relief to be cleared of criminal allegations

, for high-profile leaders like Al Gore, an acquittal in the court of law does not imply a similar outcome in the court of public opinion. We tend to remember public figures for their mishaps and embarrassments.

Unfortunately, the media don't always hold an "innocent until proven guilty" stance as they do when allegations first come out. In fact, some of you may have followed Portland, Ore.'s sexual harassment story, but not heard of the city's court decision to close the case. The decision was just not as "newsworthy" as the story itself.

So how should former Vice President Al Gore go about clearing his name in the "court of public opinion?" Now that he's been officially cleared of charges, and with sour legal issues behind him, he needs to make a major public appearance; a major "softball" interview in a selected media outlet.

Gore's been cleared in the court of law -- and kudos to his lawyers for that -- but now it's time for his PR game to follow suit. In his interview, he needs to share his bewilderment with false accusations, the harm done to the "Gore" brand, and the harm done to his personal brand, too. Now it's up to Al Gore to go on national TV and make a strong statement for his brand name.

Individual brands build strong associations in the minds of the general public -- both positive and negative. Al Gore maintained a clean reputation during the Clinton years in the White House. He was seen as the well-focused Harvard scholar and photojournalist that attended the Vietnam battlefields and was later the self-proclaimed "founder of the Internet."

More recently, however, Al Gore became the "ambassador of global warming," speaking around the world with extraordinary interest and enthusiasm on the dangers of this environmental phenomenon. Now is a critical time to determine his next brand-association. It is up to him to decide where his reputation goes from here.

Here are some practical ways to recover from a crisis:

Break the silence: Strategically attract a top-tier medium 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.

by: 5W Public Relations Agency

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