The Importance of Authenticity

Over the past week, Paula Deen, a celebrity chef who has built her empire based on Southern-style recipes that are often times fried and high in fat, has taken some very heavy heat for her recent revelation that she had been diagnosed with Type 2 Diabetes almost three years ago. The reveal may appear to be a public relations nightmare (seeing as she continued to cook and promote her high-fat and high-sugar meals and desserts after her diagnosis) – which is one reason that as PR professionals, we always – EMPHATICALLY at times – urge our clients to be transparent.

Deen’s diagnosis, had she disclosed it at the beginning, would have provided her a unique opportunity to do some good in light of her health issues. And now, the fate of her brand is in question, especially after it has been disclosed that she has partnered with a pharmaceutical company Novo Noridsk as its spokesperson for the Diabetes drug Victoza. The message now? You can eat whatever you want, take this drug, and walk an hour a day, and still eat Paula Deen’s food.

At this point – Deen and her “people” who have been protecting her empire at the cost of people’s health, should stick to the ABC’s of public relations when going up against an unflattering story or issues that threaten a brand. Get the whole story out. Be authentic.

If Paula Deen had just done that, perhaps this scenario would have played out a bit differently.

As a side note, if you or someone you know has diabetes or may be at risk for diabetes, visit the National Kidney Foundation at www.kidney.org or The American Diabetes Association at www.diabetes.org for more information.