4460 blog 11: Brett Ratner Steps in It

Recently, director Brett Ratner was chosen to co-produce the Oscars. This is a big deal, and lends a lot of credibility to the reputation of the person chosen. His friend Eddie Murphy was slated to host, and everything looked peachy. Until Ratner showed up at a public event to do press for his latest movie (which stars Murphy) and let slip a gay slur. He then went on the Howard Stern show and discussed his sexual life frankly. A public outcry followed and Ratner issued an apology for his “thoughtless bigotry.” Days later, Ratner stepped down as the co-producer and Murphy stepped down as host soon after.

Brett Ratner has always been seen as a sort of rebel among directors. He likes the party lifestyle, and he gives uncensored interviews to people. Normally, this is not a problem, but as soon as Ratner aligned himself with the Oscars, he should have understood that his public persona could reflect badly on his job. His use of the gay slur and sexual conversation were not the sort of publicity the Oscars were expecting. Ratner should have practiced good PR or hired someone to help him practice good PR. He was doing press interviews for his new movie and should have also been speaking on how excited he was to host the Oscars and contribute to that legacy, not throwing out thoughtless slurs.

Once the mistake was made, Ratner made the right choice to step down and issue an apology. He also spoke about taking a break to think about why he used the slur. These are good PR tactics, but Ratner could have gone further. It is customary for movie stars or athletes to issue a PSA when they make a mistake like this, and since Ratner is a director he can utilize those skills to help support the gay community. He could have also made a donation to charity. Actions always speak louder than words, and it is not enough to simply hear that he is sorry. He will need to demonstrate his regret as well. As for Eddie Murphy, who didn’t do anything except align himself with Ratner, the situation is a bit more murky. Murphy is trying to stage a comeback in his career right now. He didn’t say anything about the slur, but he will be doing press for his new movie, and it is only natural that he’ll be asked about this situation. Murphy will have to decide what to say, how much to talk about, and when to say it. This situation is not irreparable, but it is a good example of the necessity of good PR and the damaging effect bad PR can have.