Silence and Poor Memory Equal Bad PR

The Mike Easley Campaign Finance Hearing Highlights Bad PR

by Audrey Beckett

This blog topic was way too easy to select. When thinking about the area’s current events, the folding story of former Governor Mike Easley’s possible misconduct presented a blatantly obvious case study in bad PR.

Over the past few months Easley’s reputation has been tarnished as one criminal, unethical charge after another has been brought against him. At this point, it seems unlikely that either his personal image or that of his administration will ever recover.

Easley’s State Board of Elections campaign finance hearing began on Oct. 26 and has generated an enormous amount of unfavorable press for the former governor and those linked to his administration. The News and Observer has slammed those in Easley’s camp for their inability to remember basic information while on the stand. North Carolinians aren’t buying the idea that these intelligent business and political leaders collectively have horrible memories. The Easley camp’s “we just don’t remember” approach has left the public skeptical and is undeniably an example of poor PR.

When not repeating the phrase “we don’t remember,” Easley and those from his administration are usually not talking at all. Easley’s absence at the first two days of the hearing was true to form for the former governor who has been very quiet as new allegations against him have come in waves over the past few months. His response has been lacking and any PR professional will tell you that no matter how bad the situation is, silence won’t make it better.

The most obvious PR issue here goes back to the allegations. If true, they represent a number of unethical and criminal activities. Good public relations requires both the PR representation and the client to be on the same page and to be acting ethically.  Granted, it’s hard to imagine what actions could have saved Easley’s image given the circumstances. It is painfully obvious, however, that the responses (and often lack thereof) are a case study for bad public relations.