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May 29th, 2003 Can this reputed reputation be saved? William
Bennett The
short answer: First, let’s clarify the question: This is not about whether Mr. Bennett’s reputation should or ought to be saved. (Many unrepentant sinners took a certain delight in discovering that the unctuous moralizer had gambled away $8 million. Others may harbor secret desires to see one less sermonizer afoot in the world.) What we are asking here is: To what extent is the Virtue-ous Mr. Bennett’s reputation salvageable after his recent savaging by the media? (See this article and this one, too.) From the multifaceted perspective of PR, we may well ask, “His reputation for what?” As a moralizer, his reputation has probably never been stronger, since most articles discussing his gambling also mention his best-selling writings as well as his stand on a variety of issues. (Some might even argue that his vice has provided him with a certain credibility in knowing whereof he speaks.) And clearly Mr. Bennett’s writing abilities are not affected by his gambling habit, so there’s no question that he has retained his capacity to deliver his opinions to his publics. However, what is in jeopardy is his reputation as a “guru” whose teachings should be believed and followed. And, as with any corporate scandal, it’s not so much about the reputation, it’s about the relationship: Has the situation affected trust in the individual or corporation? Will readers still have faith in Mr. Bennett’s opinions? A more important concern is whether or not the media will continue to allow him to express those opinions. The media is a cynical bunch, and history has proven that the higher the pedestal you or your followers put you on, the broader the target you become. Reporters are as sinful as the rest of us and contrarian by nature: Telling them what they should not do is bound to spark a certain amount of investigative ire. Our guess is that Bennett's ardent followers have probably not changed their opinions. Assuming he remains dice-free (he claims to have now sworn off gambling), most of them will forgive and forget. The media, however, will not be as lenient; we can be sure that, from this point forward, every statement and deed will be investigated, if not by the New York Times, at least by People magazine. Assuming they find nothing to report, his reputation will survive just fine. (On a much
grander scale, can the New York Times salvage its own
reputation after the embarrassing Jayson Blair scandal? We'll wait until
next month to answer that one…) |
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