Most attorneys advise their clients against testifying in their own defense. They are innocent until proven guilty, so the prosecution has the burden of proof. Plus, they might be a disaster on the stand, particularly under cross examination. This strategy can backfire, however, because juries want to hear defendants tell their side of the story and tend to wonder what they are hiding if they don’t take the stand.
Which brings us to Bill Cosby.
He has been accused of sexual assault from a dozen or so women going back almost a decade. There was a brief outrage when women initially came forward but then he became Cliff Huxtable again and the stories went underground. Although he did settle out of court with at least one of the women, he proclaimed his innocence and has not been charged with any crimes related to any of the allegations.
Now, Cosby is back in the spotlight with a stand-up comedy show, a series on Netflix, a charitable partnership with the Smithsonian’s Museum of African Art PLUS a viral video of comedian Hannibal Buress calling him a rapist. His PR team’s attempt at a twitter campaign to promote his causes was the ultimate in bad judgment and poor timing. His “fans” instead decided to blow up his hashtag with sexual assault tweets.
Cosby’s strategy on how to handle all of it is to keep silent. Cancel interviews. Refuse to answer questions about it. No statements, press conference or explanation other than a denial from his attorney. They are hoping the whole thing will once again blow over and turn into yesterday’s news… forgotten like Paula Deen.
As in the courtroom, this strategy could backfire. Social media can keep things going and then it never really disappears. And the public, like a jury, wants to hear rationale directly from the source. Silence can make you seem guilty and arrogant.
What do you think?
The Marketing Mojo Show will hold a Small Business Reputation Management Briefing with John Undeland, President of Undeland Associates and former White House Associate Director of Media Relations. Hear what he has to say about Bill Cosby and more at the link above.
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