Word: gibson
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...recover the goodwill of the public at large, and the Jewish and Hollywood communities specifically, Gibson has a long road ahead, say several image makers. The arduous path to redemption looks something like this...
...team's coaches. By staying in the organization's good graces, Giambi was able to stay on the playing field and win back fan support. "You've got to get to the people making decisions about your career," says Chris Lehane, onetime spinmeister for the Clinton White House. Gibson has already apologized to Disney, the studio releasing his film Apocalypto in December. He should keep on reaching out to his professional contacts, Lahane says. Gibson needs to show that he cares about their investment...
...Repeat. "Our country doesn't like its celebrities to be hate-mongers," says Howard Rubenstein, who has handled publicity for clients like Naomi Campbell, Leona Helmsley (and TIME magazine). "The public is quick to forgive and forget, but in this case, he may need to ask for forgiveness repeatedly." Gibson has already started this process, issuing two statements within days of the offending comments, the second more specific and remorseful than the first...
...find yourself. Gibson has begun, he says, "an ongoing program of recovery" for his alcoholism, but he also needs to seek help from a religious or mental health counselor in understanding what made him blurt out comments to an arresting officer like "the Jews are responsible for all the wars in the world." "This anger spewed from a depth somewhere," says Dale Olson, who was once a publicist for Rock Hudson and Steve McQueen. "He's got to wring his hands and ask himself, 'Why did I do this...
...Bare soul on camera. Once he has done the requisite soul-searching in private, Gibson should go beyond written statements and get in front of a camera to reaffirm his apology, says Lehane. "You need the emotional element that TV provides. That allows you to begin the process of turning the page...