How many times do we get to witness a meltdown like Charlie Sheen’s? And not once, but twice in five weeks?
This is a reminder to us all that public relations and reputation management, for a company, a brand or a person, is a long-term art. Sheen seems intent on destroying not just the PR efforts that were trying to rehabilitate him, like the recent media push by his dad, Martin, and brother, Emilio Estevez, but also his entire image. This destruction isn’t easy to accomplish — Americans love a comeback — but so far, Sheen’s managing his demise quite well.
Here are some lessons he should have followed:
1. Shut up. Sheen’s PR handlers likely tried to keep him out of the public eye, but he is out of control. Sheen’s incredible ego just digs the hole deeper. If you’re on the carpet for abusing cocaine, maybe you shouldn’t glorify drug use.
On partying: “I mean, what’s not to love,” Sheen said Monday on “Good Morning America.” “Especially when you see how I party. Man, it was epic. The run I was on made Sinatra, Flynn, Jagger, Richards, all of them, just look like droopy-eyed, armless children.”
Or this, when asked about abusing crack cocaine: “If you can manage it socially, then go for it.”
That kind of cavalier attitude probably isn’t welcome in places like Newburgh, where children have been among the accidental victims of drug violence.
2. Realize that America’s appetite for excess or indecency is not endless. Even for Hollywood stars, there are limits. Mel Gibson discovered that, and so will Charlie Sheen. He just doesn’t know it yet.
In late January, he allegedly engaged in a nightlong binge of drug use before he was finally carted off to the hospital.
CBS suspended production of his show and pared the schedule. Sheen could have rehabilitated himself, and his dysfunctional life, at this point. But public relations efforts to that end failed, as we see in item 3 …
3. Don’t insult the people who help you succeed. Later in February, he engaged in an offensive rant against CBS and his show’s producer. CBS canceled show production for the season.
4. Don’t be tone-deaf to the public. With close to 10 percent of the labor force unemployed, Sheen said on Monday’s TV shows that he wants a raise, from $1.8 million to $3 million per episode.
Even television stars are dispensable. He won’t get a raise, he likely won’t get his show back, and he’s lost the public’s affection. The end of another sad story.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com.
