Earlier this month, on this website, I authored a column about how President Trump’s tactics regarding the Epstein crisis are an example of “how to keep a PR crisis in the news.”
This is an addendum to that column. An accurate title could be “How to make certain that the Epstein PR crisis becomes the subject of conspiracy theories.” Because that’s just what Speaker of The House Mike Johnson did by adjourning the House on July 22 for a six week hiatus in order to avoid having to hold votes regarding files related to Jeffrey Epstein, a move probably orchestrated by President Trump.
If anything, Speaker Johnson’s action will extend the ruckus about the Epstein files because political pundits will have little to write about Congress’ actions (or lack of) because it is not in session while pundits are still working.
In my initial article on the subject, published on July 11, I listed reasons why I believe that the PR tactics used by President Trump extended the crisis.
As readers of my articles on PR crises strategies know, I often disagree with many of the tactics that are standard procedure during a crisis because of a tenet I originated many years ago: Unlike clothing, in a PR crisis there is no such thing as one size fits all. Every PR crisis needs original thinking.”
But one PR by-the-book PR crisis tenet that I agree with is to not let bad news drip out bit by bit. That’s what Speaker Johnson has done by closing the doors on the House.
The correct tactic would have been to let the House vote on the release of the Epstein files. By not doing so, the conspiracy theories will receive more media coverage and be taken more seriously than if a vote was taken.
There are three major PR lessons from Mr. Johnson’s actions.
Lesson to be Remembered: “If it’s bad news, get it out immediately. Denying it and letting bad news drip out bit by bit only generates additional coverage asking “What’s next?”
Also, when speaking to the media, PR people should never make statements that they can’t back up.
Lesson to be Remembered The Epstein saga was past history until Mr. Trump and others in his administration used it as a campaign tactic when he was running for reelection. Also, his saying he never drew pictures was easily disproved.
If Mr. Trump and Mr. Johnson think that come September people will be tired of or forget about “La Affaires Epstein, they are surely mistaken. Not only that, the move by Speaker Johnson to adjourn for the summer violated a major PR tenet: Don’t stonewall.
Lesson to be Remembered Stonewalling creates the appearance of a “cover-up.”
