Chris Brown Presentations

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We saw three very good presentations Tuesday on how Chris Brown can overcome his image problems. The objective of all three groups, to rehabilitate Brown’s reputation, was approached from different angles. The best way to evaluate each group is on the quality of the content and the quality of the presentation. The best recommendation, if presented poorly, will be unheeded.

Second Chance PR put on a strong presentation. Their pitch was polished, and bolstered by handouts. The gala invitation on nice paper was excellent, while the cookies were an obvious but appreciated ploy. Further, the on-screen presentation was sleek and looked sharp. One criticism would be the amount of text per slide, which distracted from what each speaker was actually saying out loud. Otherwise, the pitch was executed smoothly and with confidence.

Where the presentation shined, I found I had serious questions about the content. The keystone of the proposal was a benefit event for celebrities, media, etc., along with a benefit concert. If the goal was sheer publicity, this would suffice for the New York market. However, if the goal was putting to bed the conversation on his previous abuse of Rihanna and winning over skeptics, the proposal fell short. The event was described as a one-off benefit for a worthwhile charity, which would definitely appeal to current fans but would not reach out to those holding a grudge on the “his music is okay, but he is still a terrible person” bandwagon. Additionally, the proposal, including the community service event especially, did not seem particularly interested in markets outside of New York City. New York is a terrifically large market that has substantial influence over surrounding areas, but if the goal was a national campaign then I found the proposals lacking.

Our presentation, Pro PR, was not as polished and our handout was not particularly engaging, but I am satisfied with the quality of our ideas. The Oprah appearance, associated documentary and long-term partnership with Best Buddies together create a narrative the public understands about a public figure on the path to redemption. Oprah’s high-profile interviews attract viewers and cause public discussion across print and digital media platforms. Further, if Brown could win over Oprah, her judgment on his moral rectitude would go a long way toward changing views on the singer’s moral rectitude. And that means record sales and endorsement deals. The documentary on ABC also provided a national audience and, if executed correctly, would make Brown a sympathetic character by baring his life to the world in a personal way. The combination of these broadcasts would start a conversation on Brown’s rehabilitation from the public doghouse without conspicuous pandering to the general population. That final point, appearing to be genuine rather than pandering, is why we stressed the arrangement with Best Buddies as a long-term partnership.

It almost goes without saying that were Brown to follow the proposals of any of the groups (including Elite PR, which I did not discuss), he would find himself in a better position than he is today. Brown sells records, and lots of them, but the point is that he could be doing so much better. His reputation is putting off potential fans and scaring off companies that would otherwise love to be associated with his name. That revenue is what is at stake.