Watching the symptoms of Parkinson’s disease riddle Michael J. Fox as he testified before the US Congress recently, I wondered if Wayne Gretzky was also watching, and whether he felt horrified or mortified.
Gretzky, as you know, attached himself to a disease—osteoarthritis. He doesn’t have it; he’s never even been tested for it. He does have some pain, which (duh) he acknowledges as being the result of a lifetime spent playing a violent contact sport.
I don’t know how Fox’s 1998 announcement of his affliction affected Spin City’s ratings, but my theory is that it inspired a Johnson & Johnson spin doctor. That this person saw the sincere (and justified) outpouring of affection and concern for Fox and thought: ‘Hey! Gretzky’s a famous, popular, polite Canadian! A renowned athlete! He’s gotta’ be in some kind of pain! We’ll tell the media he’s got arthritis! We’ll connect it to the non-profit sector! Sales of Tylenol will soar!’
On September 14th, this appeared, care of Canadian Press, in the Vancouver Sun: ‘The disease that affects more than four million Canadians has hit one of the country’s greats: Wayne Gretzy, recently retired hockey hero, seems to be suffering from arthritis.”
On the 15th, the item was on the front page of the Globe & Mail.
On the 16th, the TV commercials began. Interview format, Wayne Gretzky claiming to use Tylenol to treat the symptoms of a disease which he does not have.
Well, it blew up in the company’s face, with the media crying foul and Gretzky back-pedaling at slap-shot speed, telling the National Post that he often uses paying gigs to promote worthy causes, and claiming to be the victim of a newspaper war.
But Gretzky ain’t Bambi, and I doubt that it’s coincidence that the Tylenol/arthritis thing, the announcement of his new National Post column (yeah, right), the naming of an Edmonton highway after him etc., coincided with the launch of his clothing line at The Bay.
All of this got me thinking that Gretzky’s PR people forgot a crucial rule: Never make a journalist look foolish. There isn’t a journalist alive who hasn’t been duped–who’s been too busy, or too lazy, or too ambitious, or too short of time to check a fact. Who has printed information from a press release, or the newswire, without stopping to question the information. Who has then found himself with egg on his face.
‘Thing is, burned journalists have terrific memories. And the next time they receive information from that guilty PR firm, account executive or client, they will remember. And toss it aside. Or fact-check it until the subject screams for mercy.
The moral of this Gretzky story, then, is that unscrupulous, untruthful PR campaigns benefit no one, demean all involved and, in the long run, do nothing but damage.