Word: stewart
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There are ways to defend yourself in public without giving prosecutors ammunition--and reasons for doing so. After all, the jury pool is out there listening. But Stewart's longtime handlers at the Susan Magrino Agency seemed overwhelmed. For months the agency failed to put out any kind of message. Says Susan Magrino: "It wasn't a p.r. strategy. The lawyers were calling the shots at the time...
...Martha Stewart Living Omnimedia went public amid great fanfare in 1999. But savvy investors have long worried about the proverbial question, "What happens if she gets run over by a bus?" The company is so dependent on her name, likeness and image that if they are not in good standing, the franchise is seriously degraded. After the verdict, shares of Stewart's company dropped nearly...
Before she was indicted last summer, Stewart handed the reins to Citigate Sard Verbinnen, the crisis-management firm that Hewlett-Packard's Carly Fiorina used to help win a brutal proxy battle to take over Compaq. Once Citigate took the helm, Stewart starting getting her message out with careful prime-time interviews and the Internet. Within hours of her indictment, Citigate launched marthatalks.com which posts notes from well-wishers and upbeat messages from Stewart. The site has received more than 16 million hits and 81,000 e-mails...
Since the ImClone troubles first surfaced, the company has made efforts to play down Stewart's role, cutting back on photos of her in its flagship publication, Martha Stewart Living. But the vast majority of the business is still plastered with the name Martha Stewart, and the efforts to branch out are late in coming...
Even if she wins on appeal, a long shot in any criminal case, Martha Stewart's name and company have suffered phenomenal damage. Yet Americans love to rehab their celebrities after they have been trashed seemingly beyond repair, and brand names have proved to be nearly indestructible. Maybe Martha will...