In an era where digital media has significantly blurred the line between private and public life, even celebrities like Jada Pinkett Smith are not immune to the complexities of managing audience expectations alongside personal disclosures.
Recently, Pinkett Smith became the subject of increased public attention after an interview on NBC’s “Today” show left viewers with more questions than answers. NBC allocated considerable airtime to the 52-year-old actress to promote her memoir, “Worthy.” Her first live interview aired on “Today” last Friday serving as a lead-in to an NBC News prime-time special that aired later that night. Two days before the live interview, “Today” co-anchor Hoda Kotb previewed a segment from the live interview two days before it aired. In front of Pinkett Smith, Kotb said, “It wasn’t a divorce on paper, but it was a divorce.” Pinkett Smith nodded her agreement throughout and said “divorce” simultaneously with Kotb.
The revelation was quickly picked up by other news outlets, and the backlash was swift. This is hardly surprising, given that the confession sharply contrasted with the couple’s carefully crafted public image. The A-list celebrity couple’s marital relationship narrative was now under intense scrutiny in one of the most risky places to manage a reputation – online.
What Went Wrong
Pinkett Smith’s failure to disclose the truth behind her marriage during initial interviews with NBC led to intense public criticism and speculation. At times during their 27-year marriage, the Smiths presented themselves as a resilient work in progress, but for the most part they presented themselves as a unified couple. Will Smith solidified this narrative when he slapped Chris Rock on stage during the 2022 Academy Awards after Rock made a joke about his wife’s shaved head.
These NBC interviews highlight the pitfalls of assuming that public affection can offset lapses in character during media moments. Relying on your popularity to carry you through narrative missteps is risky. Being cagey in the current media environment looks deceptive, which is the fastest way to lose trust and damage relationships.
Just Drew Barrymore.
The Disconnect Between Public Persona and Reality
“Am I disappointed as a fan? Absolutely,” said Tamara Sykes, a communication and digital strategist who shared her disappointment in Jada Pinkett Smith’s less-than-transparent interview. “This whole time I think there was more to the story, and I believe she was just dragging us all along.”
The problem with Pinkett Smith’s strategy, said Sykes, the founder of a business that teaches entrepreneurs and content creators how to create online visibility, comes down to the couple not living up to their messaging, specifically on the Facebook Live talk show Pinket Smith hosted for five years along with her mother, Adrienne Banfied-Norris, and daughter Willow.
“I think “Red Table Talk” set this whole precedent for authenticity, transparency, and standing in your truth,” said Sykes. “By ‘drip-feeding’ the truth rather than being honest and straightforward, it undermined Jada’s previous narratives.”
Sykes questioned whether Pinkett Smith had adequately prepared for the broader impact this revelation would have on her public image and relationship with the public. “If they had been straight with their story, their fan base would have locked in and truly supported them,” Sykes remarked. “Jada thought by being vulnerable, it would work.”
Adding a lesson for anyone in the public eye who relies on their stakeholders’ affection to get through a crisis, Sykes added, “The public is not your safe space. You need a crisis plan because there are no silver bullets.”
Pinkett Smith is doing something right, however, according to Sykes. “She is doing exactly what we want her to do on a publicity tour, which is to make news.”
Consistency in Media Appearances: Striking a Balance Between Transparency and Privacy
After the inconsistent messaging in the first time around (and likely due to the increasing backlash), NBC made an unusual move by allowing Pinkett-Smith back on the “Today” show the following Monday. During the interview, Kotb looked directly at Pinkett Smith and asked, “Just so I’m 100% clear, you were divorced – not on paper, but now [you] might be at a point where [you and Will Smith] are back together?” Pinkett Smith replied, “Yes. Bringing our relationship back to a marriage again.”
Once more, inconsistency.
The Importance of Getting It Right the First Time
Misleading messaging can damage more than one’s public image. It can also undermine long-standing trust and credibility. Once trust is broken, restoring it becomes an uphill battle. This underscores the importance of accurate and transparent communication from the outset.
Here are three tips for presenting a narrative that is both honest and respectful of privacy:
- Prepare Key Messages in Advance: Know what you are willing to disclose and what you plan to keep private before the interview. Tailor your key messages to these boundaries to avoid unintentional revelations.
- Be Direct but Discreet: You can offer clarity without divulging sensitive details. If questions venture into private territory, politely decline to answer while still providing enough information to meet the journalist’s objectives for the interview.
- Maintain Consistency: Whether it’s multiple interviews on various platforms or follow-up questions from a single outlet, maintaining a consistent narrative is crucial. Any changes in your story not only attract further scrutiny but can also wear down trust over time.
By incorporating these tips into your media strategy, you can adopt a balanced approach that honors both transparency and personal privacy.
Backpedaling: The Challenge
It’s crucial to recognize that balancing public exposure and personal privacy is not an either-or proposition when it comes to media engagement. Promoting a marriage for publicity while simultaneously claiming it’s a private matter is a contradictory stance that is increasingly untenable. In media interviews, everyone has a right to privacy; however, the public is also entitled to scrutinize motives when inconsistencies emerge. However, most people are not offered the opportunity to clarify their comments, and their reputation is left up to the public.
The Gist
In order to avoid a crisis, you must be honest, but if your “truth” changes, you will face backlash. Getting your stakeholders to respect your privacy is a matter of establishing and maintaining trust.
The “Today” show interview with Jada Pinkett Smith was a lesson in how everyone in the public eye must balance personal disclosures and public perceptions without blaming the press or the public if you get it wrong.
In all communications, investing in preparation, honesty, and consistency is time well spent and worthy of your attention.
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