CBS’ PR Messaging Tentative in Wake of Moonves Accusations
David Diaz, Executive, Davenport Laroche
Executive leadership at media companies wants to control or monitor the flow of news. They want to make a profit from the stories and keep the public informed. As a general rule, though, they never, ever, want to be the headline. And, yet, that’s exactly what’s happened to CBS chief executive Les Moonves. The leader has become the lede.
At present the story on Moonves is only based on allegations. But, these days, allegations are all it takes for your world to come crumbling down. And, of course, there can be collateral damage, as CBS knows all too well.
Not too long ago reporters at the network were telling their viewers about the rumors and allegations plaguing rival Fox News. Then, suddenly, those allegations grew legs, and big names started losing jobs, careers, and legacies. During those times, several articles were written speculating just how many people might be getting nervous over at Fox? Would more names be named and more people find their careers cut short based on what people believed they knew and when they knew it?
As that speculation grew, clouds were gathering at another CBS rival, NBC. Soon, Matt Lauer, arguably, the face of the news division at NBC, would be pushed out, disgraced.
By then, executives at other networks had to know they weren’t safe. If names, brands really, like O’Reilly, Lauer, and Ailes could be brought down so quickly and so brutally, how much would it take to shove them out from behind the scenes and into a harsh and glaring spotlight. Now, Moonves no longer has to wonder… and the speculation has started once again. People are openly wondering “who’s next” at CBS. Maybe no one… maybe someone no one would have suspected.
What is certain is that there are several brands in play in the CBS situation. Moonves, clearly, as well as the network he leads. But there’s also The New Yorker, the publication that pushed the story nearer the top of the news cycle, as well as anyone not yet named who may soon be dragged into the story. Then there’s the other major wrinkle in all of this. Moonves’ wife, Julie Chen, is a popular on-air personality for CBS. If a firestorm is coming, she’s going to be at the center, one way or another, as both her marriage and her job may be at risk.
In cases such as these, guilt by association, especially from a PR angle, is a very real thing. The questions “who knew what” and “when did they know it” take on the tenor of accusations rather than fact-gathering. This kind of public speculation can happen fast, so the clock is ticking for CBS’ board to take some kind of action here.
With all of these different angles and all of the prominent brands at risk, this situation will have to be approached very, very carefully. Not many actual facts are released, and, of the people who know the truth, only one side is doing much talking. Given all of these sensitive, interconnected angles, CBS chose to forego what has become the traditional first step in these situations — suspending the accused — instead opting to leave Moonves in his seat as an independent firm is brought in to investigate the allegations.
