The Beckham Brand

Ashley Rickenbach

OVERVIEW

David Beckham is a world renowned soccer player, who has appeared in three World Cups, was chosen runner-up for FIFA World Player of the Year twice and is the world’s highest paid footballer, better known as soccer in the United States. Beckham began his career with Manchester United in 1992 at age 17. During his time at United, he won six Premiership titles, two FA Cup titles and the UEFA Champions League. In 2003, Beckham left United to play for Real Madrid where he played for four seasons. In his final season with Real, the team won the La Liga title. In January 2007, Beckham announced he was leaving Real Madrid and signed a five-year contract with the Los Angeles Galaxy. His new contract with the Galaxy, estimated to be worth $250 million with endorsements, gave him the highest salary of any Major League Soccer player in history.

Although Beckham is known for his soccer skills in Europe and Asia, he is more famous around the world for his good looks, changing hair styles and partnership with the world’s top brands. He only drinks Pepsi, he only wears adidas, he only talks using Motorola products and he only shaves with Gillette. He has been and currently is endorsed by some of the most well known products in the world. In July, the Times of London estimated his deals were worth $41.3 million a year.

Beckham comes to the United States as a super-celeb married to Spice Girl, Victoria (Posh Spice) Beckham. Victoria in her own right has tried to create a brand for herself. She has created her own fashion line, appeared in her own television show and most recently wrote a book about fashion. The two put together create Team Beckham, a branded celebrity couple.

David Beckham has conquered the rest of the world as the most recognizable footballer, now he comes to the United States to convert football, baseball and basketball-crazed Americans into soccer fans. United States sports fans have the least interest in soccer, so it will be a challenge for Beckham to win over the fans of other popular American sports.

“There are so many great sports in America,” said Beckham. “There are so many kids that play baseball, American football, and basketball. But soccer is huge all around the world apart from America, so that’s where I want to make a difference with the kids.”

“I’m going out there to hopefully build a club and team that’s got a lot of potential,” says Beckham of the LA Galaxy. “I think that’s what excites me.”

Although agent Simon Fuller, creator of “American Idol,” is not fully worried about transitioning the United States into die hard soccer fans, the Beckham team needs to further extend his brand to make his move a successful one. Transitioning other sports fans into soccer fans would be a long-term positive benefit to his move.

RESEARCH

According to a celebrity branding article by Chris Grannell, when people follow celebrities in magazines they are not interested in the name, rather in the media icon, the freely-available public face, the thing with which the wider community has a relationship: and this is the brand.

Corporate branding techniques for celebrities:
• Marketing and protecting the brand identity
• Trademarking and licensing the name
• Launching product lines
• Embracing product endorsements to boost perceived value to consumers

A celebrity branding campaign usually:
• Attempts to establish a positive connection between the celebrity and the consumer
• Is orchestrated by an agency or management firm

Celebrity brands have to have:
• A unique selling proposition
• Intangible assets such as a name, a reputation, a credibility and an image

Celebrity licensed products accounted for $3 billion in retail sales in 2002. This is not just because people recognize the celebrity and buy something with their names on it. It’s because these celebrities established themselves as a brand.

“If you have consumers who recognize you and really like you a lot who are not basketball fans or who don’t go to your movies, then you have transcended your immediate target, and you can create icon status,” said Henry Schaffer, executive vice president at Marketing Evaluations.
David Beckham the man is the one we see on the football field. David Beckham the brand is the one that exists in people’s heads. The brand encompasses more than the person who gives his name to it. He has developed as a celebrity not only with his football skills, but also by aligning his brand with fashion, royalty lifestyle, pop stars and designers.

“His football, his experience dealing with the media, his very sexy image all adds up to a killer brand,” says Interbrand’s Rita Clifton.

Celebrity brands exist all around the world in all different types of entertainment from sports to television to movies. Some popular celebrity brands that Team Beckham can be use as prototypes to are as follows:

• Oprah Winfrey has created her own brand and built upon it to become one of the richest women in the United States, worth an estimated $1 billion in 2005. She is involved in publishing, television and film production. She created O, The Oprah Magazine, co-founded the Oxygen network and established her own company, Harpo Inc. Her show has been number one for the last 18 seasons and is shown in almost every domestic market. Oprah has a major influence on her audience; when she recommends a book, people buy it, when she talks to an expert, people listen (for instance Dr. Phil).
• Jennifer Lopez is the one of the most famous brands in entertainment today. She has launched numerous albums, appeared in multiple films, created her own fashion line and introduced a personal fragrance line. Her fragrance sales were estimated to total $44 million in sales in the first four months of their release. Jennifer Lopez even changed her name to J. Lo as part of her branding campaign.

David Beckham has had major star influence throughout Europe and Asia while he was on Manchester United and Real Madrid. Provided below is some research on his celebrity branding success and the status of Major League Soccer upon his entrance.

Success in Europe:
• Furthered the popularity of United in countries such as Singapore, Thailand, Indonesia and Brunei by setting up stores and contests focused around the club.
• While part of Real, the club made $600 million in marketing and commercial activities, an increase of 137 percent in profit.

Beckham’s popularity:
• According to Google Trends analysis of Google searches, in 2003 and 2004 Beckham was the most searched of all sports topics.
• “David Beckham” was a more popular Internet search term in Indonesian, Norwegian, Hungarian, Turkish, Danish, Swedish and Spanish than it was in English in 2006.
• A 2006 University of Bath study showed English 7- to 11-year-olds were more interested in the soccer star than in clothes and toys. The study also suggested that the superstar is helping the seven-year-olds learn about right and wrong.
• Each year, David Beckham fans buy more than 300,000 adidas replica jerseys and sales go way beyond jerseys to include everything from soccer shoes to street clothes.
• A polling of Americans done by Davie Brown Entertainment found that 51.9 percent of Americans know who Beckham is, while only 9.1 percent of Americans know of Landon Donovan, Beckham’s new teammate who has been in the MLS for six years and has played for the American team in two World Cups.
• David Beckham even inspired a 2002 film titled “Bend it Like Beckham” in which two girls from London attempt to pursue their dreams of playing professional soccer.
• Beckham has also established the David Beckham Academy in London and Los Angeles. The academy offers youth soccer camp for kids ages 8 to 15.

Soccer in the United States:
• More than 140 million Americans watched the 2006 FIFA World Cup in Germany, compared to 90 million Americans who watched the 2007 NFL Super Bowl.
• LA Galaxy previously averaged 22,000 to 24,000 fans in its 27,000 seat stadium. Attendance was down last season at the Galaxy games when they missed the playoffs.

Beckham’s popularity in Europe and his celebrity status in America all set the stage for him to expand his brand even further and to push Major League Soccer to a whole new level.

OBJECTIVES

While Americans only have flirted with soccer in the past, they’ve had a long-time love affair with celebrities and media icons. David Beckham clearly qualifies as a celebrity and media icon.
Using his fame, Team Beckham needed to push his celebrity and brand even further into the United States by pairing up with U.S. brand symbols. To make their transition to America a successful one, they had to welcome a blaze of publicity on press tours, photo shoots and even television shows.

The Beckhams’ move to America also included pairing up with other high-powered U.S. celebrities, such as Tom Cruise, Katie Holmes and Will Smith, as well as keeping their best British friends Elton John, Liz Hurley and Hell’s Kitchen Chef Gordon Ramsay.

In order to dominate America, Team Beckham needs to make a cultural impact. In the United States his great soccer skills will not matter as much as his cultural icon status. His objective is to maintain and even further push his brand identity throughout the world. He has conquered Europe and Asia, so his next task will be America. His objective will be to maintain his brand identity across the ocean and even further expand it in the United States. He wants to be a soccer ambassador, so his obvious next step in conquering the world of soccer is the United States.

PROGRAMMING

The soccer star has a gigantic hurdle ahead of him, converting America football, baseball and basketball fans into soccer fanatics. He will use his stardom to increase attendance at Galaxy games and hopefully increase interest in his sport.

Team Beckham used a mix of sponsorships, advertisements, television shows and personal branded items to create a brand campaign for Beckham’s arrival to America. The details of his programming are listed below.

Partnerships:
• Beckham has four blue-chip sponsors signed as far as 2010, which include adidas, Gillette, Motorola and Pepsi.
• He acquired these sponsors while in Europe and they are all worldwide brand, so his move to the United States will not affect that.
• In December, he helped Motorola, Inc. kick off sales of Motorola’s MOTORAZR handset.
• He is an ambassador for the 2012 Olympics in London. Adidas is also a sponsor of the 2012 Olympics; therefore, Beckham did promotional events for them as well.

Promotional - Soccer:
• A 2008 Galaxy tour of Asia, where Beckham is widely popular, is in the works.
• This summer the team’s new logo was revealed along with their partnership with adidas, whose name was placed on their jerseys.
• Beckham partnered with Dick’s Sporting Goods to introduce his newly-designed MLS Adidas David Beckham Replica Jersey. He was interviewed on the Dick’s Sporting Goods Halftime Show during the 2007 Sierra Mist MLS All-Star Game to introduce the jersey that would be available at all Dick’s Sporting Goods.

Television:
• Beckham filmed a one hour documentary for ESPN called “David Beckham: New Beginnings.” It included the family’s preparation to move to the United States, his reflection on his time at Real Madrid, his recall to the England squad and a discussion of his future as an international soccer player and new star of the Galaxy.
• He also launched “David Beckham Soccer USA,” exclusively in the United Kingdom, which features news on his Galaxy games as well as all of the top news from the MLS. The show focuses on a different MLS club each week with player interviews and facts about the teams, as well as Beckham highlights from the week.

Fragrance Line:
• In February, David Beckham introduced a new line of fragrance with Coty Beauty called INSTINCT by David Beckham.
• In August, David and Victoria Beckham introduced their own brand of his-and-hers fragrances called Intimately Beckham.

Advertising:
• Adidas launched an advertising campaign featuring David Beckham and New Orleans Saints running back Reggie Bush swapping sports. The campaign named “Futbol vs. Football,” featured Bush teaching Beckham a few things about American football and sports culture in the United States. Bush attempted to “Bend it like Beckham” and Beckham attempted a record-breaking field goal. The meeting can be viewed at Adidas’ website http://www.futbolmeetsfootball.com.
• Adidas also retaped its “Impossible is Nothing” commercial with David to mark his arrival to the United States. They wanted to make the American audience understand his soccer past, which includes his famous red card disqualification at the 1998 World Cup.

Victoria Beckham:
• NBC aired a documentary called “Victoria Beckham: Coming to America,” which recorded her move to Los Angeles. However, the planned six-part reality series was cut to just a one hour special.
• She recently announced that she will be part of a Spice Girls reunion tour this winter.
• She will also appear on an episode of ABC’s comedy “Ugly Betty” this fall.
• In the spring 2007, Victoria announced the release of her own line of sunglasses. It was launched as part of her DVB brand, which previously introduced a denim line.
• She released her book, “That Extra Half an Inch,” in early September. The book is “an accessible usable and desirable book about fashion, beauty and style.”

Galaxy president Alexi Lalas stated that they didn’t want to saturate and duplicate publicity when it’s not necessary, so there is a specific Los Angeles, regional, national and international based platform with a combination of the Galaxy, MLS, Adidas and ESPN to target different areas.

MEDIA

Website
David Beckham’s official website, www.davidbeckham.com, keeps fans up to date on all the latest news in his life. Current issues regarding David Beckham and his brand are always posted on the website. The section lists recent events, such as interviews, scheduled television appearances, injury reports and game recaps.

The most current issues and hot topics relating to Brand Beckham are his hologram appearance to mark adidas’ announcement as an official sponsor of the 2012 Olympics, his weekly show in the United Kingdom called “David Beckham Soccer USA” and of course his recent knee injury on August 29.

The website gives a brief description about his appearances and weekly updates about what to expect on the television show. As for his injury, the website only lists that he suffered from a medial ligament sprain to his knee, the same injury he suffered from in February while playing for Real Madrid. Besides this update on his injury status and a brief quote from Beckham, the website does not refer to the issue in any more detail.

The website attempts to redirect fans’ interest in other things to continue to put the sports star in the spotlight without focusing on his injury. They realize his brand is much about his soccer and they need to do everything to push the different aspects of his life while he is injured and out of play. In order to do this, the website constantly promotes his fame week after week by updating the site about his television show, interviews and appearances at his soccer academy in Los Angeles.

Newspapers
David Beckham has been in the papers since the beginning of his soccer career. He is constantly in the spotlight, whether it be for his soccer skills, good looks, multiple hairstyles, sponsors or celebrity gossip.

Since his recent move to Los Angeles, David and Victoria have frequently been in the news. After the hype from his move lessened, he was still in the paper because of issues about his appeal to certain ethnic groups, his time of play, criticism over his ankle injury, his sprained knee and his father’s recent hospitalization. There was a lot of buzz during the month of August when Beckham had seldom appearances in games due to his ankle injury and then was sidelined because of an injured knee.

Early Criticism:
• In an August Los Angeles Times article, Beckham received some criticism about being unable to reach fans in the Latino community of Los Angeles. The MLS wants to attract the huge population of Latino fans, but most believe that an English player won’t attract the Latino fans. The Latinos want to see someone from their background.
• One 9-year-old Chivas USA fan even suggested that the players kick Beckham in the crotch at their upcoming match-up.
• However, most Latino fans interviewed believe fans will warm up to Beckham eventually, especially once he gets over his then recent ankle injury.

Introduction to the MLS:
• Beckham’s debut was in an exhibition game against Chelsea on July 21. He only played 16 minutes and then sat out the next four games because of his ankle injury, which of course disappointed many ticket buyers in a number of cities.
• Beckham made his Major League Soccer debut on August 9. A Washington Times article said that he came off the bench in the 72nd minute at RFK Stadium, home of the LA Galaxy. Beckham proved to be little help to the team, who lost 1-0 to D.C. United.

Ankle Injury:
• Beckham sprained his ankle in June and then further ripped the ligaments after he played on his injured ankle in his last Real Madrid game in which they won the league title.
• Fans were happy to see his MLS debut, but after playing only a portion of the game his ankle flared up and he stayed on the bench during the following Sunday’s game.
• Associated Press began a story with “English megastar David Beckham resumed his tour of American soccer benches on Sunday…”
• An Aug. 14 Los Angeles Times article stated the team or Beckham himself would not announce how serious the injury was. The team resented the criticism he was receiving because they knew how hard he was working to overcome the injury. They said he was more frustrated than any fan; he really wanted to be playing.
• In the same article, the team also stated they were fully aware of his injury before he came to the Galaxy. They were given X-rays and the full details of the injury, so there were no surprises. They knew the situation they were getting into.
• Boston Globe columnist John Powers said that “Beckham has done what he was brought in to do, which is to create buzz outside of the sport.” And that’s what he did.

First Goal:
• In an Aug. 16 Los Angeles Times article, all of his previous criticism was erased with one swing of his leg. Beckham made his first MLS goal, along with his first start for the Galaxy. He also provided an assist for Landon Donovan, who scored the second goal of the night, and eventually defeated D.C. United 2-0.

Knee Injury:
• An Aug. 31 Los Angeles Times article announced that Beckham sprained his knee and was probably done for the season. He suffered a sprained medial collateral ligament in his right knee during his Aug. 29 Galaxy game.
• Beckham has missed all eight September games and will probably miss all four October MLS match-ups.
• It appears unlikely that he will return for the last two or three Galaxy matches at the end of the season.
• He also missed the two Euro 2008 qualifying games in September and will possibly miss two more in October.
• Exhibition matches have been planned with Beckham in Canada and Australia. If he can’t play, most teams are requesting to reschedule at a later date when he is healthy or possibly will refund tickets.

Later Criticism:
• A Sept. 1 Los Angeles Times article titled “Bench it like Beckham” noted some criticisms about his recent injury. It stated the injured sports star will test the patience of American fans, who may have to wait until next season to see some real bending tricks from Beckham.
• Another LA Times article read “Party’s Over for Beckham.”
• A CNBC sports business reporter Darren Rovell wrote an article titled “David Beckham: One Goal and Done?” saying he was “tired of all the hype, all the misinformed people who said Beckham could turn soccer into the next big thing.”

End of Season Play:
• In a Sept. 19 Dominion Post, a newspaper out of New Zealand, Beckham was reported set to play in the Dec. 2 game against the Wellington Phoenix. The City Council is predicting his visit will bring in $6 million in spending to the city. Although ticket prices have not yet been disclosed, Wellington mayor believes they will be getting a $20 return for every dollar invested. Beckham would be required to play 55 minutes in the match-up. If Beckham is still injured the game would be rescheduled.
• Beckham is bringing his popularity to Australia once he recovers from his knee injury. A Sept. 30 article in The Sun Herald, a Sydney newspaper, reported that Beckham is expected to play in Sydney on Nov. 27. The match will be cancelled or switched to another date if Beckham is unavailable to play. The game has already created a lot of hype, with only 3,000 tickets remaining.

Recent News:
• David Beckham’s father recently suffered from a heart attack. A Sept. 28 Western Mail article stated that David rushed back to England after news of his father’s, Ted Beckham, heart attack.
• Beckham and his father fell out of touch two years ago after Ted Beckham published the book “David Beckham: My Son,” without receiving prior permission from David to write it. They were said to have reconciled earlier this year.
• An Oct. 8 Times of India article stated Beckham decided to buy a house and apartment for his dad in California. The homes are said to be a peace offering to mend the rift between the two. His father has been recuperating at David’s Los Angeles home since his heart attack.
• According to an Oct. 3 Associated Press article, Beckham returned to practice with the LA Galaxy. He was able to kick the ball around and go through a few drills with the team for the first time in more than a month. The Galaxy coach said, “We’ve got to see how he reacts to what he did today. We want to make sure he’s 100 percent. That’s the wise thing to do.”
• An Oct. 6 Los Angeles Time article stated that Beckham is expected to return to the Galaxy the week of Oct. 13. Galaxy president Alexi Lalas said he is hopeful he will play in the next two home games, dated for Oct. 13 and Oct. 18.

Press Releases
Since Team Beckham moved to Los Angeles, PR Newswire has posted different stories about his career, sponsors and anything to do with his brand.

Fragrance Line:
• A Feb. 9 release mentioned the introduction of Instinct, a new fragrance by himself and Coty Beauty. The release gives a full description of the scent and the packaging of the fragrance.
• When this product was introduced it was in all of the newspapers, but it wasn’t the same press release from PR Newswire. Most papers hyped up the introduction of the fragrance and gave more power to his brand.
• A Sept. 26 release announced the new fragrance, Intimately Beckham, by Victoria and David Beckham was off to a strong start in the consumer market.
• This fragrance launch was also announced in a release on 19 Entertainment, Beckham’s agency. It stated that the two launched “his and her” fragrances and gave a brief description of their entire product line. These releases were in multiple newspapers in the United States and Europe. It was especially known for the sultry, semi-pornographic pictures to promote the product.

Advertising:
• A June 25 press release announced David Beckham and Reggie Bush’s challenge to switch sports for a day. As mentioned previously, the two men swapped sports for a day and learned skills from their opponent.
• This was covered in a number of papers and given a fairly positive image. In most articles, there was not a full length description of the meeting between the two, but a brief synopsis of the meeting.

Partnerships:
• Beckham’s partnership with Dick’s Sporting Goods and Motorola, Inc., described earlier, were released on PR Newswire as well. There was not much information in newspapers about either of the partnerships.
• Beckham’s collaboration with adidas and Pepsi to create a “Win a Day in the Life of David Beckham” contest was announced in a Sept. 4 PR Newswire release. The campaign includes repositioning Pepsi cans to feature adidas’s continuing campaign of “Impossible is Nothing” athletes. Upon visiting the site fans can create their own “Impossible is Nothing” story along with entering for a chance to win adidas products or spend a day in the life of David Beckham. There wasn’t much information about this promotion in the newspapers.

Major League Soccer:
• An Aug. 30 PR Newswire Europe release explained that the Major League Soccer website attracted over one million visitors in July 2007, a 117 percent raise from the year before. They attributed the visitor growth to David Beckham’s arrival to the Galaxy.
• Immediately after his announcement of his move to the United States, website traffic rose 252 percent month-on-month. This release was mentioned briefly in a few papers referring to Beckham’s impact on Major League Soccer since his arrival.

Victoria Beckham:
• A release about the introduction of her new fashion line was posted on 19 Entertainment’s website. It announced an exclusive range of sunglasses, which were launched with her DVB brand. Her new brand was widely publicized in newspaper and fashion magazines in the United States and London.
• A March 5 release announced the confirmation of her television show for the United States. As previously mentioned, “Victoria Beckham Coming to America” was announced to be aired on NBC during July 2007 for six half-hour shows; however, it was cut back to a one hour special. This was widely publicized in newspapers as one of the Beckham’s landmarks to their arrival in America.
• Another press release posted on 19 Entertainment’s website announced Victoria Beckham’s publication of her new book “That Extra Half an Inch.” The announcement of this book was widely publicized in the papers. It was often mentioned with Victoria’s other publicity, such as her possibility of reuniting with the Spice Girls.

Most of the media coverage has to do with press releases sent out and distributed on the newswires. However, there is even more media coverage of the Beckhams than what is sent out in press releases. David Beckham is one of the most famous names and faces in sports and his wife is one of the most famous faces in entertainment, so it isn’t difficult for them to get media coverage. Although they get lots of media coverage, it sometimes comes with negative press. They are often criticized in the media for the over branding and over expansion or just simply because people like to criticize celebrities for anything they do. Overall, most of the Beckhams’ press is good press and most of the media coverage pushes expansion of The Beckham Brand.

EVALUATION

Beckhamania has spread across the United States upon his transition from football to soccer. The MLS and the Galaxy have already had major returns on their Beckham investment since July. Soccer, which falls behind baseball, football, basketball and hockey in the United States, has sparked interest all over the country and the world.

The effect of his signing was felt immediately. On Jan. 11, the day of his signing, the Galaxy sold 1,000 new season tickets, their season began April 8.

Sales of Galaxy merchandise, mostly Beckham jerseys, have risen an unfathomable 700 percent. League-wide merchandise has risen 300 percent since his signing to the Los Angeles team. Initial sales of his jersey topped 250,000 and have been increasing since.

Vice president of brand marketing for adidas America, Stephen Pierpoint, says he has seen success of AC Milan and Real Madrid jerseys in America, but now is the first time they are seeing a global demand for the LA Galaxy jerseys.

Fans in 10 different countries bought 212,000 LA Galaxy Beckham jerseys, English fans are buying MLS shirts in large numbers for the first times and Galaxy website visits have jumped 117 percent. Without a doubt, he is turning soccer into a global sport.

The Galaxy sold out Beckham’s premier game in their 27,000 seat stadium on July 21 in an exhibition match against Chelsea and has seen a few more since his start. He also grabbed the attention of 66,237 fans at New Jersey’s Giant Stadium in his first Major League Soccer start.

His top partners listed on his website include adidas, Motorola, Pepsi and Coty. He is listed as a Global Brand Ambassador for Motorola and a Brand Ambassador for Pepsi. He was also appointed UNICEF Goodwill Ambassador and an ambassador for London’s bid for the 2012 Olympics.

Although Beckham’s brand has been selling well with the soccer fans, he may not have had as smooth of a transition for all of America. The soccer star and his wife have been seen as “damaged goods” by some of Hollywood. Between David’s sprained knee and Victoria’s not so hit reality TV show, the couple is seen as somewhat desperate to fit in. David and Victoria were also listed in “The Overrated 100” edition of The Hollywood Reporter magazine, listing over-hyped people, places and things including Brad Pitt, China and cupcakes.

PROFESSIONAL OPINION

Brian Sternberg, Director of Marketing and Advertising for the athletic department at the University of Nevada, Las Vegas and former Director of Public Relations at the Philadelphia Soul, commented on Beckham’s success as a brand.

“I believe his brand is actually more powerful than what everyone imagined that it could be,” he said about David Beckham’s brand transitioning from the United Kingdom to the United States. “He single handedly created an interest for a sport in a country that usually is the last sport on anyone’s mind. He packed stadiums by the thousands and created a viewship that could only generate a new audience.”

When asked to compare his success to other celebrity brands Sternberg said: “At this point, David Beckham is in a league of his own when it comes to celebrity brands. The only person in the world who could have compared to him was Michael Jordan and since he has retired, he has faded away a bit. Beckham is treated like no other sports figure at this point in time. He has been placed on a pedestal out of reach for any other athlete.”

Sternberg concluded his thoughts on the Beckham brand with a statement about Beckham maintaining his celebrity brand status saying: “I definitely feel he is going to remain a celebrity brand in the world, not just in the U.S. I feel the way he is going to do it is by following the prototype Michael Jordan has set in place. Jordan has stayed in the public eye by working along with Nike in building the ‘Jordan Brand’ clothing line. He has also stayed in the field of basketball as an owner of a team, done commercials and several other things. The only major difference, Jordan has only done it in the U.S. that I can see. Beckham is from England, trying to continue the buzz around the world.”

PERSONAL OPINION

The Beckham brand is a perfect example of celebrity branding which public relations professionals can look to for guidance. He has done everything imaginable to get his brand to the point it is at today. Between his good looks, numerous sponsors, fragrance line, celebrity wife and fantastic athletic abilities, David Beckham has become The Beckham Brand.

In order to become a celebrity brand, the person must have talent or skill plus the power to sell his brand beyond his normal skill set. Beckham was able to do just this. He became famous because of his soccer abilities, but he expanded his brand by becoming an endorser of all different types of products, creating his own line of fragrances and starring in his own television show.

Beckham did not start out as an actor or a designer; he developed these skill sets beyond his normal soccer abilities in order to create his brand. This was his unique strategy which pushed him further than he could have ever gone with just soccer.

Tiger Woods has faced similar branding issues and strategies throughout his career. As one of the most famous faces in sports across the United States, Woods has transformed his magnificent golf career into a branding goldmine.

Woods is worth $650 million alone to Nike. In 1996 Woods signed to endorse the company, mostly for apparel. After the creation of Nike Golf in 2000, Woods began playing with a Nike ball and switched to Nike clubs. Other companies Woods has brought in millions of dollars through endorsements include Buick, EA Sports, American Express, Accenture and Tag Heuer.

Tiger Woods and David Beckham are both famous sports stars who turned their athletic abilities into major brands. Both men have turned their stardom into endorsement opportunities, promoting some of the most famous companies across the world. Both have an apparel sponsor, Nike for Woods and adidas for Beckham. You can’t catch either sportsman in apparel other than their respective sponsor’s clothing. Woods even wears his Nike apparel when endorsing for other companies such as American Express and Accenture.

Both Woods and Beckham don’t only appeal to ordinary citizens because of their athletic abilities and branding power, but because of their personal lives as well. Beckham’s fans, as discussed early, are obsessed with his good looks, hairstyles, wealthy lifestyle and celebrity wife. Woods’ fans are intrigued by his emotional side and desire to keep his personal life personal. Fans of the golfer made emotional connections with him upon the death of his father. His appeal increased when he had his first child. Although he wanted to keep things private by not immediately releasing pictures of the baby, he knew it was important to involve the fans in this wonderful event in his life and eventually he publicized a few photographs.

The two have boosted their brand power by not only excelling in their sports, but endorsing products for well-known companies. Although their personal lives appeal to people for different reasons, they both know how to capitalize on their strengths, abilities and talent.

Like Brian Sternberg mentioned in a previous quote, Beckham may be comparable to athletes such as Tiger Woods and Michael Jordan, but he is the only one that has taken his brand internationally and has been successful. Beckham has done promotional events in England, Japan and the United States. He has also used his popularity and talent to transition a sport that had little fan base in the United States into a growing and well-respected sport. Beckham’s brand has been hugely successful in Europe and it is constantly growing in the United States, no one can deny he made great success revolutionizing his talent into a premier brand athlete. He is seen throughout the world as an athlete, a celebrity, a brand, The Beckham Brand.

Don Imus Case Study

Case Study: Don Imus and the Rutgers Women’s Basketball Team


Situation

On April 4, 2007, Don Imus, radio host of MSNBC’s “Imus in the Morning” show had a controversial conversation with Sports Talk’s Sid Rosenberg and the show’s executive producer Bernard McGuirk about the Women’s NCAA Championship game that took place the night before. The game was between Tennessee and Rutgers. During the discussion of the game, Imus referred to the Rutgers University women’s basketball team, which is comprised of eight African-American and two white players as, “some rough girls from Rutgers…they got tattoos,” and then went on to call them “some nappy-headed hos.” Imus dismissed the incident as "some idiot comment meant to be amusing." After initially suspending him, CBS and NBC, which broadcasts his show over MSNBC, later fired him altogether. The controversy continued and major advertisers began deserting the show. Even after apologies on air and appearances on several talk shows including Reverend Al Sharpton’s, Don Imus was fired by CBS. The controversial conversation went as follows:

DON IMUS: So, I watched the basketball game last night between -- a little bit of Rutgers and Tennessee, the women's final.
SID ROSENBERG: Yeah, Tennessee won last night -- seventh championship for [Tennessee coach] Pat Summitt, I-Man. They beat Rutgers by 13 points.
IMUS: That's some rough girls from Rutgers. Man, they got tattoos and --
BERNARD McGUIRK: Some hard-core hos.
IMUS: That's some nappy-headed hos there. I'm gonna tell you that now, man, that's some -- woo. And the girls from Tennessee, they all look cute, you know, so, like -- kinda like -- I don't know.
(“Imus Calls Rutgers' Women's Basketball Team 'Nappy-Headed 'Hos' | MSNBC Distances Itself”).
On Thursday night, Imus met with the team as well as its coach, C. Vivian Stringer to discuss the incident and extend his apologies. On Friday, Stringer held a press conference that was broadcast live on CNN, during which she said the team had accepted his apology. Rutgers then issued its own statement:
"We agree with Mr. Imus that this was, in his own words, an 'idiot comment.' We are very proud of the success of the Rutgers women's basketball team. Coach Stringer and the Rutgers players are outstanding ambassadors for this great institution."
Head coach, Vivian Stringer issued several comments in response to Imus’ statement in her press conference. She said, "We, the Rutgers University Scarlet Knight Basketball Team accept Mr. Imus's apology, and we are in the process of forgiving. We still find his statements to be unacceptable, and this is an experience that we will never forget. These comments are indicative of greater ills in our culture. It is not just Mr. Imus, and we hope that this will be and serve as a catalyst for change. Let us continue to work hard together to make this world a better place. As adults, we must lead. As parents we must guide. We must put children and morality above all else. And we must allow children to be children. The healing process must begin. As for the members of the Rutgers University women's basketball team, their focus needs to be turned to their studies. We ask that you respect that. We would also like to thank everyone for the tremendous outpouring of support throughout this very, very difficult time" (Stringer, “Coach: ‘Hos’ comment an insult to all women).
The complete summary has been highlighted on YouTube.com by Thunder Pussy Productions. The eight minute and thirty-four second production utilizes clips from the initial “nappy headed ho” conversation to apologies on air to the harsh interview from Reverend Al Sharpton.

Research
Deciphering “racist” comments like the ones that Don Imus made in regards to the Rutgers University Women’s basketball team stems from the historical perspective of what race is. According to Ian F. Haney Lopez in his Harvard Civil Rights-Liberties Law Review, people have used race with biological meaning, a social meaning, or a legal construction.
Biological construction of race reflects the idea that physical divisions among humans exist because of our heredity. Under this interpretation, race is defined by one’s ancestors and epidermis to determine a racial group. One scholar who strongly believed in this view was Judge Tucker.
The argument now most popular among scholars is that there is no biological existence of race. This argument began because there are no genetic characteristics possessed by all Blacks or all Whites. The genetic variation within race groups exists, which negates the idea that race is a biological construction. Scientists actually compiled enough data to reveal that there is a greater genetic variation within populations labeled as Black or White than between these populations.
Social construction of race is defined as “a vast group of people loosely bound together by historically contingent, socially significant elements of their morphology and/or ancestry.” Social meanings essentially connect our faces to our souls.
The legal construction of race is based on laws of what is black, what is white, what is nonwhite. Also specific acts, such as the Genocide Convention Implementation Act (Lopez)

The prevalence of racism in our society today extends from the evolution of the concept of race. Only with this social construction did history create one of the most controversial issues that has been a problem for hundreds of years.
• Evolution of and perceptions of race
o Race is a modern idea because ancient societies did not divide people by physical differences, but by religion, class, status, and language
o Race and Freedom were born together, and the concept of race helped explain why some people were denied rights and freedoms
o Social ideas have influenced research and discoveries related to race
 Ideas change over time, reflecting politics
• Late 18th century:
o Science helps rationalize social inequalities
o Justify discriminatory policies and laws
 Whites have benefited from exclusionary laws and policies
 Diverse populations were barred from citizenship, denied opportunities, and restricted from many aspects in American society
 Nonwhites never accepted the inferiority to whites and fought for inclusion, fair treatment, and equal rights.

• Race Timeline
o Before 1787
 1300 – Origin of the word “slave”
 1680 – White appears in colonial laws
 1705 – Virginia slave codes passed
 1765 – Slaves lobby for freedom in American Revolution
 1776 – Birth of “Caucasion” and freedom creates contradiction
 1781 – Jefferson suggests Black inferiority
o 1790-1854
 1790 – Race categories on first census
 1810 – Indians take on racial idea
 1825 – “Blood” degree measures who is Indian
 1839 – Skulls measure to prove racial hierarchy
 1845 – Manifest Destiny/war with Mexico
 1854 – Nonwhites barred from testifying
 1854 – Frederick Douglass challenges race scientists
o 1857-1904
 1857 – African Americans denied citizenship
 1868 – 14th Amendment guarantees equal rights
 1887 – Jim Crow segregation begins
 1898 – Birthright citizenship established
o 1905-1935
 1905 – African Americans demand equal rights
 1922 – Courts decide who is white
 1924 – Changing definitions of who is Black
o 1950-2000
 1954 – Legal segregation ends
 1977 – Government defines race/ethnic categories
 1994 – Black-white wealth gap
 2000 – Census allows more than one race
(“RACE-The Power of an Illusion”).

• Categories of Race
Following are the U.S. federal government's current definitions for some racial and ethnic groups. Most of these categories were introduced in 1977, in response to new civil rights laws.
American Indian or Alaskan Native
A person having origins in any of the original peoples of North and South America (including Central America), and who maintains tribal affiliation or community recognition.
Asian
A person having origins in any of the original peoples of the Far East, Southeast Asia, the Indian subcontinent including, for example, Cambodia, China, India, Japan, Korea, Malaysia, Pakistan, the Philippine Islands, Thailand, and Vietnam.
Black or African American
A person having origins in any of the black racial groups of Africa. Terms such as "Haitian" or "Negro" can be used in addition to "Black or African American."
Hispanic or Latino
A person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture of origin, regardless of race. The term "Spanish origin" can be used in addition to "Hispanic or Latino."
Native Hawaiian or Other Pacific Islander
A person having origins in any of the original peoples of Hawaii, Guam, Samoa, or other Pacific Islands.
White
A person having origins in any of the original peoples of Europe, the Middle East, or North Africa
(http://www.pbs.org/race).

• Racist Speech
The word “nappy” began as the adjective of the word “nap.” Nap is a fuzzy surface layer on yarn or cloth. Nap is teased up or raised higher by brushing the cloth against a rough surface. Late in the 18th century or early in the 19th century, Americans in the southern U.S. began to refer to negro slaves as nappy heads.
Then, as happened in history with many terms of abuse, those abused, the black slaves, took to using the word among themselves with affection, partly as a method of ‘taking back the hurt’ in the insult and partly out of the sheer exuberant play of language that all people share. There are 19th century letters from black mothers to distant daughters where the mother addresses her girl as “my sweet little nappy head.” What white racists don’t seem to get is the black imprimatur of such language. That usage is permissible among blacks, but when whites say it, it’s racist (Casselman).
In Randall Kennedy’s journal of black’s in higher education, he writes a piece entitled “Who Can Say ‘Nigger’…And Other Consideration.” It discusses what is rarely discussed, which is when it is okay to say “nigger” and who can say it. He said that we all must recognize the cultural impact behind the word because the usage could leave one vulnerable to “the loss of one’s equilibrium, one’s reputation, one’s job, even one’s life.”
Historically, nigger was derived from the Northern English word “neger,” which was essentially derived from “negro,” the Spanish word for black. No one knows exactly when the word became abusive and derogatory, but linguist Robin Lakoff speculated that the term nigger became a slur when users became aware that it was a mispronunciation of “negro.” The mispronunciation was said to be recognized as a sign of contempt. This mispronunciation is dated back to the beginning of the nineteenth century. He goes on to argue that the term in itself would be perfectly harmless if it were used only to distinguish one society class from another. However, that is not the intent.
Since at least the nineteenth century and perhaps even earlier, nigger has served as a way of referring derogatorily and often menacingly to blacks. Elaborating, Judge Stephen Reinhardt asserted that “the word nigger as applied to blacks is uniquely provocative and demeaning and that there is probably no word or phrase that could be directed at any other group that could cause comparable injury” (Kennedy 86).
Black writer Clarence Major, who discussed nigger in his Dictionary of Afro-American Slang published in 1970. “When used by a white person in addressing a black person,” he noted, “nigger is usually offensive and disparaging.” Major quickly added, however, that when “used by black people among themselves, nigger is a racial term with undertones of warmth and good will – reflecting…a tragicomic sensibility that is aware of black history” (Kennedy 89).


Case Study
• BBC World Service: World Conference Against Racism
o This conference was held in South Africa in 2001 as a way of bringing racism into the open and to potentially create a proactive plan to combat racism. It demonstrated how divided international opinion can be.
 The first world conference to combat racism and racial discrimination was held in Geneva in 1978.
 Historians estimate between 10 and 28 million Africans were shipped overseas during the Slave Trade.
o Resulted in a total of 160 states agreeing with the declaration in which the final text read, “Slavery and the slave trade are crimes against humanity…”

Objectives
The Rutgers women’s basketball team, along with society as a whole, has become inadvertently aware of the pressing issue of racism and sexism in this country because of Imus’ derogatory comments. Therefore many challenges and opportunities are presented.
- Create an atmosphere that encourages open discussions and debates about racism, sexism, and other “taboo” subjects
- Motivate women and diverse populations to take a stand and lead the efforts to stop derogatory comments and images in the media and entertainment business.
- Initiate promotions for women’s athletics
- Receive positive publicity and attention from the media
-Ban the terms “bitch” and “ho” from airwaves and rapper vocabulary

Tactics/Responses
Groups of different ages, races and sex responded with talk shows, discussion groups, news articles, and much more. The Imus incident created a buzz to influence society to address issues that have been neglected or failed to be addressed. Because of the recognition in the public eye, Imus’ comments created a positive influence on many people, organizations, and society as a whole.
• Advertisers
Some of the sponsors who have helped make Imus a media icon believe that it's no longer worth being associated with him. The following advertisers who pulled ads from MSNBC and Imus’ “Imus in the Morning” show are:
- Procter & Gamble
- Staples
- General Motors
- GlaxoSmithKline
- Ditech.com, a unit of GMAC Financial Services
- And more…
Imus served as a catalyst for many advertisers to recognize the effects of degrading an audience, and in this particular case, the diverse populations. "If this continues to steamroll, I'd be hard-pressed to think of any client that would want to be near" Imus' image on radio or TV, says Rich Russo, an ad buyer at JL Media.
• Talk Shows
-The Today show
Imus responded to criticism by saying, "I know that that phrase “nappy-headed hos” didn't originate in the white community. That phrase originated in the black community. And I'm not stupid. I may be a white man, but I know that these young women and young black women all through that society are demeaned and disparaged and disrespected by their own black men and that they are called that name. And I know that, and that doesn't give me, obviously, any right to say it, but it doesn't give them any right to say it."
-The Oprah Show
Oprah assembled a panel of hip-hop professionals to respond. Russell Simmons; record executive Kevin Liles; Dr. Benjamin Chavis, former CEO of the NAACP and current President/CEO of the Hip-Hop Summit Network; and Grammy-winning rapper Common continue the discussion and get the hip-hop community's response. Dr. Benjamin Chavis was once CEO of the NAACP and is now the CEO of the Hip-Hop Summit Network, which he co-founded with Russell Simmons. He emphasizes that although Imus’ “awful comments” presented an opportunity to discuss these avoided issues, Imus is not off the hook. "Hip-hop artists are not responsible for what Don Imus did. Don Imus was a racist. Don Imus was a sexist, and there's no way that Don Imus can blame hip-hop for what he did," Dr. Chavis says. "That is not to excuse hip-hop. Hip hop is not perfect. We've got to make it better. But we make hip-hop better by making society better, because hip-hop reflects the contradictions of society. There's too much poverty, there's too much injustice, and there's too much bad treatment of women in our society."

• Music Industry
Imus’ slur brought a revival of the struggle to stand against violent rap lyrics. This sparked the first noticeable action since C. Delores Tucker, a political and social activist, instituted a national campaign against obscenities in rap music in the 90s. Hip hop mogul Russell Simmons called for the voluntary banning of "bitch," "ho" and the “N-word” as "extreme curse words." He called for industry executives to "recommend guidelines for lyrical and visual standards." His call for the removal of rap insults came as a response to "public outrage," Simmons said. "It's the potential for us to head off a nasty discussion that promotes censorship."
• Magazines
-Essence
-Diane Weathers, former editor in chief of Essence magazine, says women must take the lead in the fight against misogynistic images of women in hip-hop. "You cannot go to the industry, people in the industry, and expect them to fix this," Diane says. "Women have to say, 'No.'"
-Michael Eric Dyson, Avalon Foundation Professor in Humanities at the University of Pennsylvania wrote an opinion article in the July 2007 Essence issue. He said, “Because most Black women are socially unprotected, there is hardly any penalty for insulting them” (Dyson, 120).
-Time
-James Poniewozik, “The Imus Fallout: Who Can Say What?”
- His piece recognizes how offensive Imus’ comment was, but emphasizes the additional celebrity slurs about diverse populations. He provides several examples simply from the past year. Michael Richards and “nigger,” Isiah Washington and “faggot,” Senator George Allen and “macaca,” Mel Gibson and “f___ing Jews.” He also discusses how our culture is one in which racially and sexually edgy material is often considered art and comical. For example, the comedy, Borat. Sacha Baron Cohen who played a Kazakh journalist refers to Alan Keyes as a “genuine chocolate face” and asks a gun-shop owner to suggest a good piece for killing a Jew. The Sarah Silverman Program also include racy comments including an episode in which the star sleeps with God, who is African American and who she assumes is “God’s black friend.” In a now classic episode of Chappelle’s Show, comic Dave Chappelle plays a blind, black white supremacist who in advertantly calls a carload of rap-listening boys “niggers.” The kids’ reaction: “Did he just call us niggers? Awesome!”
- In the middle of Imus’ apology and rationalization for his comment, he did ask a good question: “This phrase that I use, it originated in the black community. That didn’t give me a right to use it, but that’s where it originated. Who calls who that and why? We need to know that. I need to know that.”


• Activist Groups
-Students
Race and sex are both issues for several groups of people. A group of women at Atlanta’s Spelman College are frustrated by the use of words like "ho" in hip-hop. "I feel that, as with the Don Imus situation, there's a lack of accountability. As rappers, I feel that accountability should be taken into consideration—as well as with Don Imus—from a racial standpoint. Rappers from a sexist standpoint," Keli, a student at the school, says. "It all needs to be addressed and we need to quit talking around the issues."
All seven women on the Spelman panel say they have been called a “ho” and that the negative stereotypes in some hip-hop songs are being applied to all black women. "I've heard a lot of rappers say that they are speaking about the 'hos from the street' and the hos from their experience," says Leona, a student. "But they have to understand that men don't make distinctions between those hos and us. When we go to a club they don't say, 'Let me see your school ID' and distinguish whether they're going to call us a ‘ho’ or not."
-NAACP
I The National Association for the Advancement of Colored People initiated a stop to racist and sexist imagery in the media, aimed at the record and television industries, recording artists and the African American community.
-Feminist Majority Foundation
A hearing was held to discuss the impact of sexist, misogynistic and racist themes in the media, with an emphasis on Hip-Hop music and culture. Members were joined by corporate executives, Hip-Hop artists, and scholars specializing in the effects of discrimination in media on women.
(“Imus Incident Sparks House Hearing on Discrimination”).


In the News
The Imus incident received publicity all across the country. Countless articles were written in newspapers, blogs, online discussion, and more with topics ranging from actually describing the summary of events that took place to radical editorials and opinion pieces.
The New York Times op-ed columnist, Bob Herbert wrote an editorial titled, “Paying the Price.” The article included powerful statements that were made during in-house meetings by women at NBC and MSNBC. It went on to describe how black women are devalued in this country and demeaned by both white and black men. To summarize the piece, this hateful garbage has been going on for a long, long time, and at some point somebody has to say enough is enough (Herbert).
The Los Angeles Times quoted several prominent figures in the media and entertainment business on their opinions of the Imus issue. Michael Harrison, editor and publisher of the ralk radio magazine Talkers took a different standpoint on the issue. He said, "This has nothing to do with Imus. 'Bitch' and 'ho' are so prevalent in music, radio, television and the movies these days that it's reached the point where white people think it's OK to say these things. It's like a game of musical chairs where they stopped playing the music and the spotlight happened to be on him" (AP).
USA Today’s Theresa Howard and Laura Petrecca wrote an article about Nike’s response to the incident and the article was called, “Media notes: Nike vs. Imus.” The article explained that Nike recently pitched for more promotion for women's sports. As Imus revealed the issue of sexism, Nike was prompted to question whether it is doing enough to promote women's sports. As a result, it developed an advertisement, black text on a white background, that was first printed on a full page in the New York Times on April 15. The ad was also placed, along with a "send-to-a-friend" button, for 48 hours on the following Web sites: ESPN.com, sportsillustrated.com, a high school sports site named maxpreps.com, community site flip.com, cosmogirl.com, and seventeen.com. Utilizing online hit counters, the ad was viewed 12 million times (Howard and Petrecca).
The ad read: Thank you ignorance. Thank you for starting the conversation. Thank you for making an entire nation listen to the Rutgers team’s story. And for making us wonder what other great stories we’ve missed. Thank you for reminding us to think before we speak. Thank you for showing us how strong and poised 18- and 20-year-old girls can be. Thank you for reminding a sports nation that another basketball tournament goes on in March. Thank you for showing us that sport includes more than the time spent on the court. Thank you for unintentionally moving women’s sport forward. And thank you for making all of us realize that we still have a long way to go. Next season starts 11.16.07 (nike_ignorance.jpg).
The Rutgers community newspaper, The Daily Targum, emphasized the actions that took place, and how the University as a whole was reacting to the publicity. Steven Williamson wrote an article entitled, “Imus scandal puts U. in the spotlight.” To highlight his piece, he said, “Rutgers women's basketball head coach C. Vivian Stringer argued that the true story, the story of the 10 admirable women who displayed nothing but class through adversity, continued to go uncovered.” He concluded his article with thoughts such as, “Stringer condemned Imus' judgment, while simultaneously criticizing the path society had taken” (Williamson).
Don Imus could also find his name through several articles in Penn State University’s paper, The Daily Collegian. Kristin Colella wrote a piece in the opinions section on April 15, 2007 entitled, “Celebrities must be more aware of their impact on young girls.” Colella discusses how women are often misrepresented in the media and “exploited and eroticized in movies, music, television shows, radio programs, magazines, films and video games.” She goes on to say how women are underrepresented and need more of a proactive opinion in what the media does in portraying and discussing women. She uses the piece as a call for action for women but also for men to make a change. For a great deal of progress to be made, more women need to take on roles as producers, directors, editors and screenwriters. The questions needs to be asked whether or not the images of women that companies produce are objectifying and reinforce harmful stereotypes that women have fought so hard to overcome (Colella).


Contrast
• Ward Connerly, American Civil Rights Institute chairman believes that Don Imus was treated unfairly and that the reaction to his comments were taken too far, and that many other public figures have made seemingly racist comments and have not been treated as badly as Imus (Connerly).

• Philippe P. Dauman, President and CEO of Viacom, the owner of MTV, BET and several other media outlets, said that parents are responsible and the consumer can avoid explicit content.

• Levell Crump, aka "David Banner," said his music, including the song "Like a Pimp," lets him express the frustrations of a difficult youth and gave him an outlet other than violence. When asked if he thought his misogynist and violent lyrics were having a negative impact on women, he replied "It’s still just a song," later adding, "I actually call my music the Bible with a 'Playboy' cover."

• Vanderbilt University professor and scholar in both feminist and black theory, Dr. Tracy Sharpley-Whiting argued that explicit material only portrays the negatives of the culture and is being taken by many to represent the norm. This results in the misinterpretation of hip-hop and black culture, particularly among white listeners, who compromise perhaps as high as 70% of the industry’s consumers (“Imus Incident Sparks…).

Professional Opinions
• Rutgers Athletic Communications
o Stacey Brann, Primary media relations contact for the women’s basketball team
“Immediately after the incident, our focus was on our team. We wanted to make sure that the girls on our team understood the position of the University and of the Athletic Department that the comments made by Don Imus were reprehensible and disgusting, as were the comments of the show's producer. They abused the unique privilege they have of speaking to the country over the airways, and assassinated the character of 10 exceptionally talented and hard working young women.
We expressed to these outstanding women that we understood the depth of their hurt to the degree that we could and that they were unfairly characterized in a vile, despicable and racist manner. As an athletic department and university, we shared their anger and wanted to express fully our pride in them. They did absolutely nothing to deserve that treatment. We didn’t want the situation to tarnish the magnitude of the team's accomplishments.
You cannot erase the hurt, but you can have people change their ways. These are outstanding young women who represent their university in a magnificent and classy manner. They deserve the admiration of everyone. We are in the process of considering our options so that the country can see what this University stands for and the quality, strength and character of our women's basketball team. As for now, the team is hard at work in the hopes of another successful season, and considering the circumstances, the girls are doing well, and as always, representing themselves with poise.”

• Public Relations Society of America (PRSA)
o Rhonda Weiss, the National Chair and CEO, issued a response to comments made by Imus, and she also offered perspective on how companies and public relations professionals should effectively react to crisis situations. She believes that any time a company faces a crisis resulting in an intense level of public backlash as well as national media scrutiny, there are three major parts to a crisis response:
 1) Quickly address the problem at hand to correct what is wrong and ensure prevention of future problems
 2) Determine how to repair damaged relationships with individuals who were directly impacted
 3) Communicate honestly and accurately through the media to address issues and concerns (Public Relations Society…)
• DPK Public Relations on Crises
o “A crisis is an unexpected and uncontrolled event or series of events that disrupt normal operations for a prolonged period and cause unwanted public scrutiny”
 Quickly assess situation and lay out options
 Your first concern should be the health and safety of anyone involved
 Express concern and sympathy
 If the case, emphasize that there will be a complete investigation and your organization will fully cooperate
 The greatest value of a crisis plan is planning (Crisis Management…)

My Opinion
An outburst of open public conversations and debates regarding racism and sexism resulted in Don Imus’ comments, which provided more positive than negative responses. Once the initial embarrassment and humility from the Rutgers women’s basketball team subsided, the black community continued and is still continuing to see positive responses regarding the issue. These topics have not been expressed freely in the past, and with all hopes, Don Imus sacrificed his career to better society. When his seemingly simple phrase attracted the attention of world-known Oprah Winfrey, I knew the issue would linger for a long time.
Even though the positive responses were overwhelming, I’m not sure I totally agree with firing Don Imus all together. While his statement was extremely inappropriate, he was not the first public figure to make racist or sexist comments on the air. I found myself agreeing with Ward Connerly about the issue. The fact remains that Imus will forever be notorious for his comment which brought about so much good for our society.
Also, a fact that has not been mentioned a lot in the press was the timing of his comment. If we think back, a week after he made his comment was the tragedy at Virginia Tech. Had the comment been made during the awful events, Imus might not have been in the spotlight. But regardless, it happened, and I think that issues regarding race and sex in the future will always have some reference to the comments Imus made.

Evaluation
Countless discussions, debates and public panels were initiated in response to the derogatory comments made by Don Imus. Also, an overwhelming amount of publicity was received. The publicity was positive for the black community and for women with criticisms, editorials, feature stories, talk shows, news blurbs, and more. Activist groups and individuals have created proactive campaigns for change within the society. While the issue of racism has not been conquered in society in a mere six months, it is a start.

Drunk Driving Starlets: Lindsay Lohan, Nicole Richie and Paris Hilton

By: Chris J Vargo, Fall 2007

Supplement: Understanding Publicists


A publicist is a person whose job is to generate and manage publicity for a public figure, especially a celebrity, or for a work such as a book or film. Publicists usually work at large companies handling multiple clients.
In the world of celebrities, unlike agents or managers, publicists typically take a flat monthly fee for servicing a client (whereas agents and managers tend to take a percentage of their client’s gross income). Base rates in Hollywood in 2007 for mid to high-level publicists are reportedly in the $3,000 - $5,000 USD per month, per client.
Good publicists get press coverage for their client. The publicist is often the middleman between the personality and the media. It’s the aim of a publicist to have their client receive positive acclaim. However it has often been said, “the only bad publicity is no publicity.”
Whereas Politicians and captains of industry require a little more specific spin on their press-they want to be seen as forward-looking and confident-but other professions like celebrity are generally less picky. This lack of spin will be highlighted further in this study.
And for the women we’re about to look at, publicists also perform another service: Damage control. That is, attempting to counteract any undesirable press coverage the client receives. This position as “last line of defense” is what distinguishes the adequate publicist from the extraordinary one. Good publicists can turn scandal into opportunity and create valuable name-recognition for their clients.
A major part of the publicist’s day is spent writing press releases and creating press packets, which have photos and information about the publicized person or company. Publicists spend a lot of time on the phone. They put in long hours, and most receive little financial reward in return. They operate under hectic conditions and must adhere to strict deadlines, which coincide with publicity events, such as the release of a movie or the publishing of a book. They have to ensure that they get the appropriate information to the media in time for the event they are generating publicity for, such as the facts in a DUI arrest, or the release date of their clients new album. They must always be available for comment, even when that comment is “no comment,” and remain friends with the media, no matter how demanding the desires of both clients and the reporters on whom they depend.

Part One: The Celebrities

I. Lindsay Lohan

A. Background -
Lindsay Dee Lohan, born July 2, 1986, is an American actress and pop music singer. Lohan started in show business as a child fashion model for magazine advertisement and television commercials. At age ten, she began her acting career in a soap opera; at eleven, she made her motion picture debut by playing both twins in Disney's 1998 remake of The Parent Trap.
In recent years, Lohan has been the subject of media scrutiny focusing on her personal life. Lohan was born in The Bronx and grew up in Merrick and Cold Spring Harbor on Long Island in New York. She is the eldest child of Michael Douglas Lohan Sr., a onetime actor, and former Rockette Donata "Dina" Sullivan.

B. Current News –
I. July 24, 2007 –
In the wake of her arrest withdrew from a scheduled appearance on The Tonight Show with Jay Leno to promote her starring role as a stripper in the film I Know Who Killed Me. On its opening weekend, the film was #9 at the box office — grossing $3.5 million.
Entertainment Weekly quoted the head of a major film studio as saying, "Her career was over long before she had these troubles... Right now, she'd have to pay a studio to get herself into a movie." Returning to Hollywood could mean potential relapse for her addictions, so Lohan will travel and study in Europe after leaving rehab. Lohan is keen to venture away from America for her education, according to her mother Dina, telling Us Weekly: "She wants to go abroad and study in school. We'll see what happens."
II. July 31st, 2006 –
Lohan's publicist told the syndicated entertainment show The Insider that her client was taken to a hospital, where she was treated for overheating and dehydration. Lohan had been filming Georgia Rule in 105-degree weather for 12 hours that day, spokeswoman Leslie Sloan Zelnick said.

B. PR Incidents Background Info –
i. July 26, 2006 Hospitalization –
A studio executive scolded Lindsay Lohan in a letter for her behavior on a movie set and doubted her reasons earlier this week when she said she suffered from heat exhaustion. James G. Robinson, CEO of Morgan Creek Productions, sent the letter dated July 26 to the 20-year-old actress, as well as agents, producers and others involved in the film.
The letter stated, "You and your representatives have told us that your various late arrivals and absences from the set have been the result of illness; today we were told it was 'heat exhaustion.' We are well aware that your ongoing all night heavy partying is the real reason for your so-called 'exhaustion,'"

ii. May 26, 2007 Arrest –
Lohan lost control of her Mercedes-Benz convertible and struck a curb. Police found "additional contraband" in the car - which was tentatively identified as a "usable" amount of cocaine. After receiving treatment for minor injuries, Lohan was arrested on a misdemeanor charge of driving under the influence of alcohol. Two days later, Lohan entered the Promises rehabilitation facility in Malibu, staying for 45 days. A week later, on July 20, Lohan, accompanied by her attorney, surrendered herself to be fingerprinted and photographed. She was released on her own recognizance and assigned a court date of August 24.
iii. July 24, 2007 Arrest -
In the pre-dawn hours the Santa Monica police received a 911 call from a car being driven by Michelle Peck - whose daughter had left her employment as Lohan's personal assistant several hours previously. Peck reported that she was being chased by a white GMC and feared for her safety. The police later found Peck and Lohan having a "heated debate" in the parking lot of the Santa Monica Civic Auditorium. Lohan refused to take a Breathalyzer test, but agreed to other field sobriety tests. After failing these tests, she was taken to a police station where her blood alcohol level was tested at between 0.12 and 0.13 percent - above the California legal limit of 0.08 percent. While conducting a search, the police found a small amount of cocaine in her pocket.
Lohan was booked on felony charges of possession of cocaine and transportation of a narcotic - in addition to misdemeanor charges of driving under the influence and driving with a suspended license. A few hours after Lohan's release on $25,000 bail, her attorney, Blair Berk, issued a statement:
Addiction is a terrible and vicious disease. Since Lindsay transitioned to outpatient care, she has been monitored on a SCRAM "Secure Continuous Remote Alcohol Monitor,” bracelet and tested daily in order to support her sobriety. Throughout this period, I have received timely and accurate reports from the testing companies. Unfortunately, late yesterday I was informed that Lindsay had relapsed. The bracelet has now been removed. She is safe, out of custody and presently receiving medical care.


II. Nicole Richie
I. Background –
Nicole Camille Richie, born September 21, 1981, is an American socialite, actress, author, entrepreneur, style icon, model, and singer. The adopted daughter of Lionel Richie, she is known for her role in the reality show The Simple Life and her turbulent personal life. Richie is currently expecting her first child (due sometime in January 2008) with boyfriend Joel Madden.
Nicole Richie was born Nicole Camille Escovedo in Berkeley, California. Her biological mother was a backstage assistant for Lionel Richie. Lionel Richie ran into Nicole first as a child playing on stage at a Prince concert, her mother was part of the wardrobe group. Nicole was playing a tambourine. Lionel became a guardian first for Nicole and later adopted her. Richie says of her heritage that she is a "mix of everything", and self-identifies as African American.
C. Current News -
In the spring of 2006, Richie made media headlines with a dramatically thinner appearance, after spending two seasons of "The Simple Life" slightly heavier than her usual. She maintained that skinny was her natural body type and there wasn't anything she could do about it.
On October 27, 2006, it was announced that Richie was seeking treatment for "an inability to put on weight", though it is not treatment for an eating disorder.
In March 2007, Richie was taken to the hospital for dehydration and on March 21 her reps announced she was diagnosed with hypoglycemia.
D. PR Incidents Background Info –
I. On December 11, 2006 -
The California Highway Patrol arrested Richie after she failed a field sobriety test. She was charged with driving under the influence on California State Route 134 in the Burbank/Glendale, California area. Several motorists had reported a black Mercedes-Benz G-Class entering the SR134 freeway on the exit ramp and traveling in the wrong direction. She admitted to using marijuana and Vicodin before the incident. July 27, 2007, Richie was sentenced to four days in jail, but served about 82 minutes of the sentence as Richie checked herself into the Century Regional Detention Center in Lynwood, California on August 23, 2007 at 15:15 PDT and was released at 16:37 PDT. Richie signed up for an 18-month SB 38 anti-drinking driver education program, according to papers filed with the Superior Court of California.
II. Paris Hilton
A. Background –
Paris Whitney Hilton, born February 17, 1981, is an American celebutante, businesswoman, singer, model, actress, author, and television personality. She was an heiress to a share of both the Hilton Hotel fortune and the real estate fortune of her father Richard Hilton. Paris Hilton is no longer an heiress to the Hilton estate, due to her grandfather Barron being disgusted by her behavior.
Some of her more recognizable screen work has been alongside friend Nicole Richie in The Simple Life. Hilton has since garnered notoriety as a result of several legal incidents, the repercussions of which have caused Hilton to serve time in a correctional institution in 2007.

II. Current News –
In January 2007, Hilton's private life again created headlines with the launch of ParisExposed.com, a website that featured images of personal and medical documents, video, and other private material, allegedly obtained when the contents of a storage locker rented by Hilton were auctioned off due to lack of payment. CNN's Anderson Cooper 360 discussed footage obtained from the website which features Hilton using several ethnic slurs.
In a June 11, 2007 phone interview from jail, Hilton told Barbara Walters that while serving time in jail, God has given her a new chance, and that she will no longer "act dumb.”
Paris is currently having a relationship with Swedish model Alexander von Zweigbergk Väggö a Swedish model born in Kålltorp in Gothenburg, Sweden. Born in 1987 the two met in Paris September 2007. His agent introduced him to Paris during lunch in Los Angeles. He is now considering doing more modeling jobs in LA for famous brands offering him jobs.

III. PR Incidents Background Info –
i. September 2006 –
Hilton was arrested and charged with driving under the influence of alcohol with a blood alcohol content of 0.08. Hilton's drivers license was subsequently suspended in November 2006, and in January 2007 she pled no contest to the alcohol-related reckless driving charge. Her punishment was 36 months' probation and fines of about $1,500.
ii. February 27, 2007 –
Hilton was caught driving 70 MPH in a 35 MPH zone, again with a suspended license. She also did not have her headlights on even though it was after dark. Prosecutors in the office of the Los Angeles City Attorney charged that those actions, along with the failure to enroll in a court-ordered alcohol education program constituted a violation of the terms of her probation.


Part II: The Publicists

I. Leslie Sloane-Zelnick / Lindsay Lohan
Baker Winokur Ryder Olgivy PR
A ten-year veteran based in B|W|R’s New York office, has been promoted from senior vice president of talent to managing director of talent. Working in tandem with senior publicists in B|W|R’s Beverly Hills headquarters, among her clients are Ashton Kutcher, Chris Rock, Lindsay Lohan, Lauren Graham, Jennifer Lopez, Britney Spears, Greg Kinnear, Sarah Michelle Gellar, Freddie Prinze, Jr., Ren Zellweger, Jacinda Barrett and Katie Holmes. She currently represents 26 clients and is reclusive in nature, and refrains from posting any information about her personal life on any public websites.


II. Nanci Ryder / Paris Hilton and Nicole Richie
Baker Winokur Ryder Olgivy PR
The president of B|W|R, Nanci is currently one of Los Angeles’ biggest publicists. Her reign of 12 personal clients contain super-celebrity clients ranges from Reese Witherspoon to Jennifer Lopez. In addition Nanci over sees interactions with 70 some clients nationwide. With over 25 years experience in the field she has single handedly has one a personal battle with breast cancer, and many small battles with combating press time after time giving her clients the edge by proving the positive and spinning even the most dangerous celebrity slip-ups into perfectly excusable actions.


Part III: Publicists Actions and Reactions

I. Lindsay Lohan / Leslie Sloane-Zelnick
A. The “Dehydration Incident”
July 26th, 2006 –
3rd Party Action:
Lindsay Lohan's hard-partying antics and recent bout of "heat exhaustion" has leaves one Hollywood big shot steamed. In a blistering July 26 letter to the 20-year-old actress, James G. Robinson, who heads the L.A. firm Morgan Creek, calls her recent erratic behavior "discourteous, irresponsible and unprofessional." Robinson, the 70-year-old chief executive of Morgan Creek Productions, writes that Lohan has "acted like a spoiled child and in doing so have alienated many of your co-workers and endangered the quality" of "Georgia Rule," a movie now being filmed and which stars Lohan, Jane Fonda, and Felicity Huffman. A copy of Robinson's letter--which was delivered to Lohan at the Chateau Marmont hotel--can be found below. A Morgan Creek official confirmed to TSG that the missive was sent to Lohan and her various representatives earlier this week. July 25th Lohan's publicist told the syndicated entertainment show The Insider that her client was taken to a hospital, where she was treated for overheating and dehydration. Lohan had been filming Georgia Rule in 105-degree weather for 12 hours that day, spokeswoman Leslie Sloan Zelnick said.



Publicist Reaction:
Lohan's publicist told the syndicated entertainment show The Insider that her client was taken to a hospital, where she was treated for overheating and dehydration. Lohan had been filming Georgia Rule in 105-degree weather for 12 hours that day, spokeswoman Leslie Sloan Zelnick said.

Analysis of Publicist Reaction:
In framing the issue as a medical problem that was relatively out of Lohan’s control, Zelnick avoids blame while trying to preserve Lohan’s image. In down playing her response to a short paragraph quote to reporters on a conference call, she avoids the lingering press that a press release might incur. Publicist Mary Beth O’Toole affirms the use of a conference call decision, “While some may say there’s no such thing as bad press, it’s just not necessary to have when you have a high profile person like Lohan.” The Los Angeles Publicist continued, “It’s best to let these things die out on their own as hearsay, it’s best to avoid printing anything that you might later be quoted on in an article.”

Personal Criticism of Reaction:
Phone conversations can often lead to miss quotes and hearsay. When something even as dull as a written warning leaks out to the press, it’s important to be precise and accurate with conveying information. While Zelnick ends up coming out in the plus on this instance, she took a big chance of being misquoted in a touchy subject with a client who was already cast out as a troubled teenager.

B. May 26, 2007 – DUI and Rehab
Lohan Action:
Lindsay Lohan crashed her 2005 Mercedes SL-65 on a curb on Sunset Boulevard, in Beverly Hills, CA at 5:30 a.m. on May 26. Police investigators found what appeared to be cocaine at the scene of the accident.

Lt. Mitch McCann stated that Lohan was not in immediate possession of the illegal drug, and that Lohan was released to hospital custody for treatment of minor injuries from the crash. However, police still charged Lohan with the misdemeanor of driving under the influence, since the crash seemed to have resulted from speeding, possibly caused by a cocaine-induced, hyperactive state.

Publicist Reaction:
Lohan "admitted herself to an intensive medical rehabilitation facility" on Monday, according to a statement released by her publicist, Leslie Sloane Zelnick.
Zelnick’s written statement continued, "Because this is a medical matter, it is our hope that the press will appreciate the seriousness of the situation and respect the privacy of Lindsay as well as the other patients receiving treatment at the facility."
The visit becomes Lohan's second rehab stint this year. She said in January that she had checked into a rehabilitation center for substance abuse treatment. "It's so weird that I went to rehab," Lohan said in Allure magazine's May issue. "I always said I would die before I went to rehab."

Analysis of Publicist Reaction:
This time, Zelnick realizes the importance of a key issue that could and most likely will have huge repercussions on Lohan’s career. In this case Zelnick realizes that the problem will not go away on it’s own and immediately drafts a press release that night, emailing it out to reporters at 4:30 AM.
“In this way she gets the first word in on a TOUCHY subject, I mean what a nightmare…” said Mary Beth O’Toole. Hollywood reporting has been known to be wildly inaccurate and over exaggerated; Zelnick did the right thing by acting right away with the facts she knew.
Three days later Zelnick drafts and sends another press release staying Lohan has committed herself to rehab. “This is a perfect example of an actor getting caught with her hands in the cookie jar,” O’Toole commented. She added, “If she didn’t do something to pretend to rectify the problem right away, she’d be outcast forever.”

Personal Criticism of Reaction:
Even though this time Zelnick is careful to write 2 press releases amounting to only 100 words total, she treats the situation with little empathy. Out of respect for privacy, Zelnick is forced to leave reporters and inquirers distant as to what is really going on in Lohan’s life. This type of stone walling all questions often comes off as if the client is hiding something. This in turn leads to speculation.
And indeed, in the following week every outlet from the Associated Press to US Weekly ran articles speculating on Lohan’s actual health and mental state of mind.

C. July 27th, 2007 – DUI #2 Plus Cocaine
Lohan Action:
The 21-year-old actress was arrested and released on bail for investigation of misdemeanor driving under the influence and with a suspended license, and felony cocaine possession, early Tuesday in Santa Monica, less than two weeks after completing her second trip to rehab.
“I am innocent ... did not do drugs they’re not mine. I was almost hit by my assistant Tarin’s mom I appreciate everyone giving me my privacy,” Lohan wrote in an e-mail to “Access Hollywood” host Billy Bush, the show reported on its Web site Tuesday night.
Police found cocaine in one of Lohan’s pockets during a pre-booking search. Police received a 911 call from the mother of Lohan’s former personal assistant saying that Lohan was chasing her in an SUV, said Lt. Alex Padilla. The assistant had quit hours before, he said.
Authorities found Lohan and the woman in a “heated debate” in the parking lot of Santa Monica’s Civic Auditorium at about 1:30 a.m.
Lohan’s arrest comes as she still faces DUI allegations connected to a Memorial Day weekend hit-and-run crash in Beverly Hills. The actress completed more than six weeks in rehab less than two weeks ago, and had checked into a recovery clinic in January.

Publicist Reaction:
Lindsay Lohan reaches a plea deal on August 23rd on misdemeanor drunken driving and cocaine charges that calls for her to spend one day in jail, serve 10 days of community service and complete a drug treatment program.
She was also placed on 36 months probation, is required to complete an 18-month alcohol education program, pay hundreds of dollars in fines and must complete a three-day county coroner program in which she'll visit a morgue and talk to victims of drunken drivers.
"It is clear to me that my life has become completely unmanageable because I am addicted to alcohol and drugs," Lohan said in a statement released by publicist Leslie Sloane Zelnik.
She said she did things she was ashamed of. "I broke the law and today I took responsibility by pleading guilty to the charges in my case."
"No matter what I said when I was under the influence on the day I was arrested, I am not blaming anyone else for my conduct other than myself. I thank God I did not injure others. I easily could have," Lohan's statement went on.
Lohan was charged earlier in the day with seven misdemeanors stemming from two drunken-driving arrests in the last four months. More serious felony drug charges were not filed, prosecutors said, because tests showed there wasn't enough cocaine on her to warrant them.
Attorney Blair Berk entered pleas on Lohan's behalf: she pleaded guilty to two counts of being under the influence of cocaine; no contest to two counts of driving with a blood-alcohol level above .08 percent and one count of reckless driving. Two counts of driving under the influence were dropped.

Analysis of Publicist’s Reaction:
“Talk about too little too late,” O’Toole commented. Over one month’s time Zelnik remained comment less about the whole situation. She issued no releases and granted no quotes. Instead she stayed passive while the frenzy of media pounced on Lohan, resulting in a complete media meltdown.
However, when the release was sent out, it was of a completely different nature. For once Lohan was actually apologizing, no more making excuses and waiting for the world to forget. Whether this was a forced move out of lack of options, or a move taken out of desire to come clean is yet to be seen.

Personal Criticisms To Reaction:
Very little can be said besides “too late,” however when the release was issued, it was very well written and apologetic. For the first time we see Lohan accept blame and apologize for her actions. I do believe the old cliché goes, “admittance is the first step to recovery,” and I think all parties involved would agree that spin wise it’s the best angle that she could take, one she should have taken a year ago.

II. Nicole Richie
A. December 11th, 2006 – DUI #2 Plus Cocaine
Richie’s Actions:
Nicole Richie was arrested for DUI early and was booked at 4:50 AM. She was later released around 7:15 A.M. Two motorists spotted her SUV going the wrong way on the 134 Freeway in Burbank. The drivers called 911. When the CHP responded, Richie was stopped in the carpool lane and was alone in the vehicle. When cops approached the vehicle, Richie was on her cell phone.
At the time, Nicole Richie admitted she had taken Vicodin and smoked pot. A preliminary alcohol-screening device revealed that Nicole was not under the influence of alcohol. One law enforcement source was quoted as saying she was "very cooperative and very humble."
This is not the first brush Richie has had with substance abuse. In 2003, she pled guilty to heroin possession. The charges were dismissed after she completed the terms of her probation.

Publicist Reaction:
In a release, Nanci Ryder is quoted as saying, “Nicole Richie has vowed to accept responsibility for her arrest for driving under the influence on Monday and will deal with any other issues related to the incident.”
She was then released from custody after posting $15,000 bail and is waiting to learn the results of a blood test. Ryder continued, "This is a difficult time for Nicole but she is prepared to accept whatever responsibility is appropriate. She intends to continue with her career and will deal with any other issues that need to be addressed."

Analysis of Publicist’s Reaction:
“It’s another classic full-frontal apology, but when the shoe fits wear it,” said O’Toole. Again we see the need for more than just a no comment, and in doing so a level of respect can begin to be established. However, to maintain respect the publicist and client must remain credible and genuinely truthful.



We can see through this video released after the apology that, even despite best efforts, she cannot create an image that is truly believable by a public audience.
O’Toole adds, “But still, you have to appreciate all the hours of coaching that Ryder must have put into the interview, her sentences are so beautifully crafted, think how long it took her to memorize those things.”
But ultimately, even the well-rehearsed lines add a level of non-sincerity that makes this apology effort fall short.

Personal Criticisms To Reaction:
The amount of pure time and effort spent in the apology on ABC testifies to the amount of dedication Ryder can allocate to a client in time of crisis if need be. Looking at her clear routes of communications planning you can see that she had a clear set of messages she wanted Richie to convey, and in the end you can see that Richie delivers a good attempt at a heartfelt apology.
Ultimately, even if the apology failed to bring in the polar ends of the spectrum that were jaded by her actions the apology should still be considered as somewhat of a success, in that in the very least she did not hide and play coward, and instead approached her problems head on.

III. Paris Hilton
A. September 7th, 2006 – DUI #1
Paris’s Action:
Paris Hilton was arrested in Hollywood early Thursday and charged with driving under the influence. LAPD officers noticed Paris driving her Mercedes McLaren SLR erratically at 12:31 AM and stopped her. They believed she exhibited signs of intoxication. They administered a field sobriety test, and Paris blew a .08. In California, driving with a .08 blood alcohol level is the minimum level for DUI.
Paris was arrested and taken to the LAPD Hollywood division, where she was booked. The officers who stopped the car did not know it was Paris Hilton until they approached the vehicle on foot. Police sources say she was cooperative. Paris had a passenger in the car -- Kimberly Stewart, Rod Stewart's daughter.

Publicist Reaction:

Elliot Mintz of B|W|R, assistant to Nanci Ryder, was on hand to drive Paris home later that evening, after entering the house with Hilton for just under a hour, he reemerged ready to face the flock of paparazzi and deliver a statement. The statement suggests Paris Hilton had very little to eat through out the whole day, and was shooting a video earlier. She had one drink earlier in the day, and her Breathalyzer test for her blood alcohol level was below the legal limit. In reality the level had just exceeded the legal limit.
Ryder and Mintz followed the next morning with a release restating the information and adding "Of course these matters are never to be taken lightly," said Mintz, who noted that it is "unfortunate she was behind the wheel of a car even with one drink." The statement ended with, "It's her first offense and hopefully it will never happen again."

Analysis of Publicist’s Reaction:
Perhaps the quickest reaction to event in the ones covered in this study, it is important to note how Mintz’s quick response may have been well timed, but poorly thought out. As the tape will show, Mintz clearly looks angered and annoyed by the press. While it is late and the circumstances surrounding the paparazzi are intimidating, his message was later quoted in over 20 publications, and could have portrayed Hilton as taking the whole thing “lightly” as the USA Today reported.
Upon noticing this lapse in judgment however, the B|W|R team fixed their error and followed up with a press release that not only reaffirmed the seriousness of the allegation, but assured the press that Hilton would take responsibility.
“It’s very surprising and refreshing to see a publicist be that hands on and confronting with the press, too often publicists hide behind blackberry’s and computer screens and their messages aren’t taken seriously,” said O’Toole. She added, “Here’s a good example of a head-on approach that wasn’t only noticed, but probably was too strong for its own good.”

Personal Criticisms To Reaction:
Out of the cases we’ve looked at in this report, I find this particular reaction the most pro-active solution to a big problem. I admire Mintz’s ability to handle such an unruly mob like the paparazzi. While his message and researching abilities may have been extremely limited due to time, I think Mintz made a gutsy call that needed to be made. To simply hide in Hilton’s mansion would have been too easy of a solution. Instead he made the decision that got his message across in a serious manner.

B. February 27th, 2007 – Caught With Suspended License On Probation
Paris’s Action:
Hilton was cited for driving on a suspended license after police stopped her for speeding and driving without her headlights on late Tuesday. She was pulled over on Sunset Boulevard in her blue Bentley Continental GTC at 11 p.m., said Sgt. Duane Allen Jr. of the Los Angeles Sheriff's Department. Hilton was alone and there was no sign of drinking or drugs.

Publicist Reaction:
Nanci Ryder released a statement saying she was on her way home from buying DVDs at Virgin Megastore in West Hollywood after spending the day at home for a photo shoot.
Ryder claimed Hilton didn't realize the car's headlights weren't on because she had just left a parking structure that was brightly lit. She was told by police she was stopped for not having the headlights turned on. Speeding was not mentioned, Hilton said.
"When she called me, she asked if her license was suspended," Ryder said early Wednesday. "If that's the case, she and I are unaware of it." The 26-year-old starlet was picked up by a friend and taken home after the incident. Her car was impounded.

Analysis of Publicist’s Reaction:
“This was well regarded as a poor effort by Ryder, maybe she was having an off day when it came to spin,” O’Toole said. She added, “Oh, my license is suspended?” “I didn’t know officer, I’m just too busy saving the world and feeding starving children,” O’Toole laughed.
The manner in which Ryder shrugged off the clear violation of probation using ignorance as an excuse is a classic example of a PR tactic too often used and abused. It makes one question the priorities of someone who doesn’t even know they’ve lost their license. Most of all, it fails to deliver any course of action, or change to suggest Hilton has learned anything.
Ultimately this tactic proves largely ineffective and results in a long legal battle between the State of California and Hilton in which Hilton ends up serving jail time.

Personal Criticisms To Reaction:
This further proves that in the ever-growing world of media accountability simply using ignorance, as a blind will not work anymore. Instead websites like TMZ.com can quickly produce evidence proving that Hilton had signed documents shortly after her DUI arrest stating that she in fact knew her license was suspended. And moreover we all know that ignorance is not an exemption from the law.
Again we see a lack of research and planning in Ryder’s approach, such a weak excuse is easily foiled by even website amateurs with the Freedom of Information Act. However it is important to tell the truth in P.R., sadly if this really was the case that Hilton honestly didn’t know it speaks more to her lack of character not to know better. Regardless, a better approach should have been implemented.