Can PR help Richard Blumenthal?

The Connecticut attorney general who had an image as Mr. Clean suddenly has been uncovered as a truth-shader, having made it appear he served in Vietnam when it turns out he was safely ensconsed in the United States.

Those of course are two big No-Noes – Dishonesty and taking credit for something he didn’t do.

So what would a PR person advise?

Not a helluva lot other than what any person with a little common sense and decency would have told him to do.

That is to apologize to the veterans who did serve for creating a misperception that he served in Vietnam and expressing his utmost respect for those who did serve. And then move on with the issues.

That would have stopped veterans’ groups from lambasting him and helped move the conversation.

That’s Ethics 101. It’s also smart PR.

Instead of apologizing, however, he said he “misspoke,” a statement on the order of “I never had sex with that woman.”

I think sometimes people mistakenly think that PR is a magical wand that can instantly change someone’s persona.  Yes, PR is about image, and messaging and relationship building. And, yes, you can change the way you’re perceived up to a point. But that’s an important distinction.

No PR machine in the world can restore someone’s good name and reputation in one fell swoop.  Plant all the veterans you want around him, get other political bigwigs to announce their support and it’s all just a band aid.  However, honesty can go a long way in at least making a politician look a little more courageous and honorable — and help turn the tide. I know we’re not accustomed to saying those two adjectives in the same breath as the word “politician” but maybe if we were we’d be a lot better off.

It’s no different for a company. Remember the Jet Blue mess a few years ago when passengers were left stranded on planes for hour.  Jet Blue stepped up the plate and took responsibility. Its  CEO issued a video apology, the company ran apologies in major papers and issued a Consumers Bill of Rights. The company righted its reputation and won plaudits for its actions.

Now, of course, the Jet Blue responses are all PR responses. However, someone at the top of the company had to make the decision to right the course. And to realize that the honorable action was the right business decision.

Why can’t politicians and their handlers make the same calculus?

Whether the voters in the state of Connecticut will excuse his behavior and elect him is anyone’s guess. Just don’t expect PR to bail him out. Only he can do that.