Amanda Knox was just a name I’d see periodically in the news. I knew this woman had been convicted of killing her British roommate while studying abroad in Italy. But then, an appeal of her conviction was raised and I started to pay attention. Something had changed – and whatever it was had grabbed my attention.
It turns out that this PR professional was won over by another PR team’s stellar campaign to showcase Amanda as an innocent, wrongly convicted woman. While one recent blog post noted that the media played a role in Knox’s conviction, it’s safe to say that due to this massive PR campaign, the media also contributed to the overturning of her conviction.
So what PR elements did the campaign implement so well?
Overcoming the She-Devil Reputation: Throughout the initial trial, Amanda was portrayed as the “angel-faced killer with ice cold eyes.” To combat this, a website was developed to show Amanda as a wholesome, kind-loving person, religious person. Without directly saying “she didn’t do it,” the site paints the picture that it would impossible for such a person to commit this heinous crime.
Character Testimonials: The website also contained character testimonials that challenge the perceptions painted by the Italian authorities. The PR team took it further and asked some of Amanda’s college friends to give interviews to testify about her character. This grass-roots approach was important because it reshaped the perception about Amanda and drew attention to the alleged framing that took place. This consistent messaging – in the forms of letters written on Amanda’s behalf, interviews with media and word-of-mouth in social circles – not only reinforce Amanda’s wholesome character, but also contributed toward raising of funds to cover the costly legal battle.
Myth Busting: The “evidence” on which the Italian prosecution based its claims contained serious flaws. The PR team painstakingly developed a thorough timeline and documented challenges to the claims, showcasing Amanda’s innocence. Media love drama and are attracted to in-depth analysis that builds the drama. They also love facts that help develop a full story. The campaign provided the tools to help media continue the drama of a “wrongly convicted American girl taking on the Italians.”
Reinforce Italy’s Reputation for Corrupt Government: According to the Heritage Foundation’s Index of Economic Freedom, corruption in Italy is a significant issue. This is a reputation that has been around for generations – long before “The Godfather” drew attention to an Italian crime family. The campaign addressed the prosecution’s intentional misleading of the press, the public and the court, which ultimately cast doubt on the prosecutor’s case.
Not all public perception battles turn out so well. (Read our previous blog on Illinois Gov. Rod Blagojevich and his failed approach to controlling the message.)
While the question of Amanda’s innocence may be discussed for years to come (as her conviction was overturned due to doubt about the DNA evidence), in the American court of public opinion she’s been exonerated.
What was your initial opinion about Amanda and this case, and did it change as this PR campaign moved forward?
Joni Kirk