The Bill Cosby Brand is Forever Defined With Admission Of Crimes

2015-07-17 by Ronn Torossian

bill cosby public relations

Recently revelations in the public relations disaster once known as Bill Cosby’s career & reputation, have forced many former Cosby allies to take a step back. A few have even begun to publicly recant their support.  This means a lot for Cosby’s continued life in the public eye.

In many ways, PR is a “What have you done for me lately” business. The further away a person’s good vibes are for people, the easier it is for them to glom onto nastier revelations. Unless, of course, those good vibes are indelibly tied to some part of their identity.

That dynamic, more than anything, is what has earned Cosby so many defenders. People identified with Bill for years, through his comedy, his TV program, and his pudding pop commercials. He was Mr. Wholesome for three generations.

Now Mr. Wholesome has been forced to admit he secured Quaaludes for the express purpose of drugging potential sexual partners.

Many supporters responded with shock and dismay. Some previously vociferous allies have pounced with their claws out, not just distancing themselves from the Cosby brand, but publicly shunning it. The breadth of these reactions was not helped by the weak sauce defense Cosby’s attorneys foisted on the Associated Press. They insisted the victims knew they were taking drugs … so, what, Cosby’s intent no longer matters?

That message will not fly in today’s consent-aware generation. Particularly since the Millennials driving entertainment news don’t have the previously discussed personal connection with Cosby. They don’t know Fat Albert. They know Creepy Old Drug Guy.

The more that message gets blasted out into the media, the more media outlets will grab onto it, hoping to ride the correct consumer current in all of this. That dynamic – consumer social media driving news narratives is one that the Cosby camp must come to grips with if they ever want to get out in front of this maelstrom again.

Remember, all of this new wave of negative PR began with one moderately successful comic making a few offhand remarks about an issue nobody had thought about in a decade. When that hit social media, boom went the dynamite.

Suddenly Cosby the family man was Cosby, the rapist. His PR team was playing from well behind because they never saw it coming.

A self-imposed handicap too many brands allow themselves these days.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities