News Corp brand, Rupert Murdoch name on the line, as testimony begins before U.K. parliament, says crisis management PR expert

A public relations message in full page ads can be controlled.  So can ‘interviews’ with a newspaper you own, such as the ‘Wall Street Journal.’  But it’s a tight-rope walk without a net when testifying before the U.K. parliament, says a crisis management public relations expert.  And News Corporation Chief Executive Rupert Murdoch and son James are expected to do just that today.

“It will not only be important what Rupert Murdoch says but how he says it,” says Glenn Selig, a crisis management PR expert whose company, The Publicity Agency, advises individuals and companies in high profile cases.  “Members of parliament may seek to gain favor with the public by attacking Murdoch.”

Selig says the outrage factor stems from allegations that his company abused its power.  That’s why Murdoch needs to come across as humble and contrite, which Selig says won’t be easy for the billionaire known for his aggressiveness and is accustomed to getting what he wants.

With his own reputation and the News Corp brand already tarnished and the stock value taking a hit as the scandal widens, the stakes could not be higher.

The phone-hacking scandal has impacted Britain’s establishment, including Prime Minister David Cameron.

Yesterday, a second British police chief resigned on Monday over the scandal.

The world will be watching as Murdoch testifies.  The public and pundits will also examine closely how the media outlets Murdoch owns cover the unfolding events.

“Will they go easy on him or go in the extreme opposite direction,” says Selig.  “Even though Murdoch and his executives may want to control the news coverage, but it’s more important than ever than autonomy reign.  It can’t be any other way if Murdoch and News Corp have any hope of coming out of this without becoming damaged goods.”

The scandal has widened each day.

Murdoch’s News International British corporate arm initially claimed that a rogue reporter at the ‘News of the World’ intercepted mobile phone voicemails to get stories.  But the story has grown much larger and earlier this month led to the abrupt shut down of the tabloid newspaper after 168 years in business.

“Part of what Mr. Murdoch must convey is that the hacking is confined and such ‘journalism’ was not employed at his other media operations,” says Selig.

“There are clearly people relishing as Rupert Murdoch and his News Corp brand take a huge hit in this scandal the same way his publications have capitalized on others’ misery with newspaper sales.  The tables are clearly being turned on the media mogul and the dynasty he has created.  His public relations image and that of his company are on the line as he testifies.  And clearly the whole world will be watching.”

ON THE WEB:

www.thepublicityagency.com

SOURCE:  The Publicity Agency

This press release is distributed by PR NewsChannel. Your News. Everywhere.