One of the least understood and possibly most abused tools in the public relations arsenal is the media statement.
Once upon a time, it was simply meant to grab the attention of reporters and give them a lead on a story. Today, however, it seems like more and more celebrities, elected officials, and corporate executives are attempting to use them as masked position pieces with little interest in reporter follow up.
In fact, most statements made today try to end stories, not begin them. It almost never works. Sure, there are plenty of examples out there, but Paris Hilton's recent weekend
statement, published by the TMZ, really drives the point home. (Hat tip to
Spin Thicket for the link.)
"Today I told my attorneys not to appeal the judge's decision. While I greatly appreciate the Sheriff's concern for my health and welfare, after meeting with doctors I intend to serve my time as ordered by the judge." Stop. The first graph of her statement works. It might have worked better with a little polish and perhaps a better reveal of what her doctors concluded, but this would have been short, sharp, and to the point. Unfortunately however, it doesn't stop ...
"This is by far the hardest thing I have ever done. During the past several days, I have had a lot of time to reflect and have already learned a bitter, but important lesson from this experience." Um, stop. The second graph begins to tread murky water as an attempt to employ the traditional practice of showing empathy, sympathy, or embarrassment. You know: I'm sorry, I learned my lesson, it won't happen again. Except, in this case, it's blatant overkill. Paris Hilton had a probation violation. And unfortunately, it doesn't stop ...
"As I have said before, I hope others will learn from my mistake. I have also had time to read the mail from my fans. I very much appreciate all of their good wishes and hope they will keep their letters coming."Um, please, really, stop. While I believe Hilton might mean some of it, it's beginning to read as a publicity ploy. It lets people know that although the media has been covering some overzealous public outcry, she still has fans. This is a mistake that is easily seen in the next graph, because, unfortunately, it just doesn't stop ...
"I must also say that I was shocked to see all of the attention devoted to the amount of time I would spend in jail for what I had done by the media, public and city officials. I would hope going forward that the public and the media will focus on more important things, like the men and women serving our country in Iraq, Afghanistan and other places around the world."Um, really, please, please stop. You're killing me. While she might be right about media coverage in general, some sentiments just doesn't ring true. Like many who act as fair weather friends to the media (please cover me when I win, but never when I lose), Paris is attempting to shift the story at best and shame the media and others at worst. It's doesn't work, especially on the heels of calling for good wishes and more letters.
All in all, this statement becomes a classic example of having just enough rope to hang oneself, which is typical of most statements issued today. You see, the best statements are simple. They avoid infusing too many facts that are unrelated to the story. In this one from Paris, it carries no less than fifteen (maybe more) points, ranging from sincere to uninspired to just plain silly.
When you issue a statement like that, the best you can hope for is that a reporter will focus on one point. The worst thing that can happen is they publish it in entirety, which is exactly what happened here. Yeah, publicity. It's seldom around when you need it to be and always around when you don't.
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BREAKING NEWS - 
Outrage has been spreading across LA and the country after news hit early this morning that Paris Hilton's sentence was reduced to a house arrest in which she would serve her original 45 days, with five days already served and have to wear a monitoring anklet.
While she was able to strike a pose for her booking photo (at the right), Hilton will not be able to wear her extensions in jail.
"I'm going to do the time, I'm going to do it the right way."
My initial thoughts:
