Earned Relevance

Chris Brown’s Career Plan. Pay Attention, Kid!

As most details are sketchy at the outset, those around Chris Brown’s alleged assault of Rihanna are no different. We know something happen and that’s all we know. Unfortunately, for young male entertainers the truth or the details do not matter when you are being tried in the court of public opinion.  Speaking only about Chris Brown’s entertainment career and not issues surrounding any emotional or maturity issues that got him arrested, his team needs to follow a detailed plan to get their arms around this public nightmare he’s facing.

The public, which includes nagging advocacy groups, does not care about the details.  Most likely they will see a young male assaulting a young female and look for a way to exploit this very private matter for their own gain- a chance to embarrass and denounce a public figure while raising awareness about their cause.  While you, Rihanna, and your inner circles work on the personal issues, your professional team should have already sprung into action to protect your most valuable professional possession, your career.

In case you do not have an entertainment career crisis communications plan, here’s what should be done:

-Issue a concise and transparent statement to select media outlets. Leave out the hyperbolic speak and just get to the core. Apologize publicly for your actions. Don’t go into how you will make amends. Simply acknowledge that you have this under control.  Don’t go run to a major magazine spewing your personal business. Give you and your inner circle time to sort out the realities of your actions.

-Get on a plane and visit your sponsors. Again, we are only speaking about your professional career and not your personal issues.  Your sponsors dolled out big money believing that you and your darling reputation would not put them in this situation.  You screwed that up. Now, you must visit their executives in their boardrooms and show them that you value them. No phones calls. No emails. No text messages. Get your arse on a plane and show them you care about their brand and costumers.

-Avoid making a gesture that is not sincere. You record label will push you to make some token public donation to a women’s charity. DO NOT DO IT unless you normally support such causes.  Your fans and the public in general are not stupid.  If we haven’t seen you at the local battered women’s shelter before, chances are you did not gain a new found appreciation for them.  Maybe down the road, but for now refrain.  One of your last albums (with Ludacris) was “I know what them girls like“. If you’re not going to change the trajectory of your music, then I’d stay away from listening to your label on this one.

-Get a male mentor.  Find a man who works in entertainment or business, has somehow resurrected his career, and is respected by the public. Samuel Jackson comes to mind.  Be seen around him. Learn under his wing. The world you’re in is unlike any other and only those who have been there can help you to navigate it.  And your mom, god bless her, cannot help you here the same way a male role model can.  The public will appreciate seeing you trying to identify positive images for your life.

-Lay low. Get out of the public eye for a minute.  Let us miss you and forget about this incident.  Sticking around will only fuel the incessant jokes about to come your way and can negatively impact your fans’ reaction and support.

For now, Chris, follow the basic theme of these tactics for the career side of your life.  At warped speed you’ve jumped from lovable Chris Breezy to an arrested public figure.  Erasing those images will take effort on your part. You have the opportunity to come out of this as a respected man if you and your team take control early.

Here’s hoping you do.