Well, you know your image ain’t great when Chris Brown says he can relate to you! Can Biebs polish his tarnished crown? Although I think him getting back with Selena is a move in the right direction, I certainly believe he can use some of the core principles of crisis communications to protect his multi-million dollar business. Here are five steps I think Justin should take to rehab his image!
1. Think before tweeting & talking
Justin has a huge presence on social media, so millions saw his mooning post and read his insta-rant in which he defended his wild behaviour – a move that actually called attention to his problems, rather than put the rumours to rest. And saying that Holocaust victim Anne Frank would have been a Belieber if she would not have died as a teenager in a Nazi concentration camp?
Shame, Bieber, shame.
For the time being, Biebs should have his publicist (if he even has one?!) review every single word and picture before he makes it public. The publicist should also have a strong presence during interviews and advise Biebs that sometimes– in the words of Ronan Keating – “You say it best, when you say nothing at all.”
On other words, Bieber’s team need to sit him down and explain the difference between his public persona (i.e. his brand) and private persona.
2. The drugs don’t work
Biebs was making headlines for the wrong reasons last week because Swedish police found a small amount of drugs on his tour bus. The scandal came just months after Justin was snapped smoking a doobie.
Yes, it may seem unfair that Justin has to grow up while the world watches his every move and mistake. But that’s the name of the game and according to Forbes he’s got a net worth of $115 million, so I for one don’t feel sorry for him.
Justin needs to remember that he’s a public person, and there will always be someone – a friend, a bodyguard, a publicist – who won’t hesitate to sell a pic to the press. In other words, don’t trust anyone with a Smartphone, Justin!
So Justin, constantly act as if is Big Brother is watching you because chances are he is, and is just itching to snap away and speed dial TMZ.
3. Get some anger management
Biebs recently threatened to beat the “F**k out of” a photog, spat on a neighbour who complained about his reckless driving and Justin’s former bodyguard is accusing him of assault.
Justin’s minted, so he can afford to publicly apologise and pay off his victims. Admission and apology will pave the way to image recovery, and I’d follow that up with a candid interview with Oprah or Barbara Walters in which he admits he momentarily “lost himself”.
But increasingly the public apology of a celeb is not cutting the mustard. Fans and the public in general are becoming savvy to this easy road to absolution, particularly when it isn’t backed up by any real change of behaviour.
To keep him out of trouble in the future, I’d recommend Biebs undergoing anger management and learning to count to ten before acting. He is obviously experiencing frustration in his life, so Biebs, why not take a couple of months out surrounded by people who have an interest in you being healthy and happy, to really deal with it. And as for all that reckless driving – just get a driver, dude!
4. Chose your friends more wisely
Bieber was snapped with BFFs Lil’ Twist and Lil Za’ during the pot incident, and the troublesome trio have also reportedly been partying with cough syrup.
Furthermore, Lil’ Twist has been borrowing (and wrecking) Justin’s expensive cars and hosting wild parties at his mansion while Justin’s been away in Europe.
The advice we would give to a company looking to partner with another brand it the same: do your due diligence and be very aware of all parties’ agenda.
Dude, with friends like this, you don’t need enemies!
5. Don’t pull a Miley
Remember how Miley Cyrus went from teenage dream to raunchy pole dancer overnight? Well, her fans – not to mention their parents – did not like it. The transition was too swift, and Justin can learn from Miley’s mistake.
Miley’s transition alienated fans not just because they are conservative, but also because it smacks of inauthenticity. In a time when celebrities encourage a breakdown in the ‘power distance’ and fans can get closer than ever to their idols by Tweeting them, seeing ‘candid’ photos of them on holiday and becoming their Facebook friend, rapidly changing your persona can cause fans to question who their idol really is.
It’s obvious Justin himself has had it up to his Jesus tattoo with his wholesome image and is desperate to be more badass. But he needs to remember that his fans haven’t forgotten the innocent kid they first fell in love with, so he needs to make the transition slower in order not to alienate his fans.
Good luck, Biebs! If you need more help, you know which PR agency to contact!
Mira Palomäki
