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Jimmy Carr

Crisis PR tips for celebrities with Jimmy Carr type trouble

By Michael Greer

June 22, 2012 | 4 min read

Michael Greer, entertainment and consumer PR, discusses the handling of Jimmy Carr's tax avoidance debacle.

Comedian Jimmy Carr clowns on the edge of human decency when he performs, but I doubt he knew what to do when he discovered his latest heckler last Tuesday was The Times newspaper. “The tax avoiders” shouted the front page headline, with a big publicity head shot below to help light the touchpaper.

When a heckler challenged him later at a show in Tunbridge Wells, his reply was: "I pay what I have to and not a penny more” persuaded PM David Cameron to pour on the petrol, and describe Jimmy Carr as “morally wrong” during an ITV interview in Mexico on Wednesday. Add the Guardian’s media team and Twitter’s comic elite providing a daily running commentary on his hypocrisy, and we have a crisis burning quite nicely with no sign of going out soon.

To his credit, Jimmy Carr dispensed with the initial holding statement and came straight out with a thoughtful and remorseful apology on Twitter. A smart move because Twitter allows errant celebrities to share news quickly without their core message being twisted by the media.

He then quickly followed up with that awkward first public appearance for TV crews. He didn’t need to make a statement - looking stressed outside his house was enough for the winds of change to fan the flames elsewhere. Gary Barlow was now next in line for media scrutiny and David Cameron discovered focusing attention on one celebrity opens the door for the media to investigate his millionaire row on the front bench.

Seeing his fortunes improve, Jimmy could be forgiven for thinking he was out of the flames with his reputation slightly singed.

Unfortunately he then made two errors that will ensure he emerges from this crisis well roasted.

First: he antagonised the press by asking his lawyers to complain to the Press Complaints Council about being harassed by journalists camped on the public highway outside his house. A sure-fire way to ensure the crisis runs on longer with extra coverage in the Sundays.

Second: he breezed into studios stating “it was business as usual”.

Clearly he wants to put this crisis behind him, but until people forgive, he should not engage in openly commercial behaviour. This off the cuff comment also displays an inability to appreciate the consequences of his actions.

Where does Jimmy Carr go from here?

Work with good accountancy and PR people – Gary Farrow, MD at The Corporation is a wise choice.

If the crisis refuses to die this week, regain control of the situation by arranging an exclusive with one of the Sunday tabloids. The Times broke the tax avoidance story, therefore opt for a News International competitor such as The Mail on Sunday to ensure more favourable treatment. Re-issue the apology, be thoughtful, be remorseful, and mean it.

Words are useless if not backed up with action. After a short break, continue to appear on TV and tour the country but expect to be the target for all satirists and hecklers. Learn to accept them with good grace and develop a good sense of self-deprecation.

Plan for the future: audit all financial arrangements and be completely honest and transparent with the Inland Revenue.

Once Jimmy Carr has assumed greater responsibility for his brand, then it will be business as usual.

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