PR and Charlie Sheen

 Charlie Sheen knows how to generate media value without doing anything. Look at his recent Taco Bell run-in.  He obtained tons of media pickup without presenting anything of media value. Why is this? Well, the Charlie Sheen brand spent the last 25+ years building upon one legal issue and one drug problem after another. So, anytime Charlie does something outrageous, he generates his own level of media value.

For brands starting out, it will take years to generate Charlie Sheen level media value.  I’m not always sure his media value presents anything that interesting, either. I mean, he went to Taco Bell drunk. Why does this gain over $200k in media coverage? We know why but I guess I’m frustrated, as a  publicist, that the coverage comes so quickly to nonsense.

Charlie Sheen’s media value should be sought after, don’t get me wrong. However, this media value power should be used for something good once it is obtained.  Look at actor Mark Ruffalo. He has the same level of self-generated media value, only he uses his value to bring attention to serious social and global issues.

I want everyone to think about this today when considering how you build your own, or your clients’, brands. Once you arrive at Charlie Sheen level, will you use your media value power for good? If so, why not start implementing those steps now?

Until next time,

Coco the CEO