Ronn Torossian on Paula Deen's having diabetes and promoting a drug for it

 

The concept of authenticity is tremendously important in public relations and marketing – ultimately, honesty and respect, and how you express that to your audience is the essence of authenticity and of the personal aspect of any brand. Every decision related to marketing authenticity should start with the question: “If I were the person on the other end looking at this, what would make me feel welcome and included?” Clearly Paula Deen has been oblivious to the concept of authenticity and trust – she’ll do whatever it takes to make money.

Deen, a celebrity chef has built her brand around fat-laden recipes – and today’s announcement that she has had Type 2 diabetes for about three years and has signed on to be the spokeswoman for Novo Nordisk AS, which makes diabetes drugs leaves many of us in the marketing world in shock. Obesity increases people’s risk for Type 2 diabetes, and Novo Nordisk is now launching a marketing campaign around Ms. Dean and healthy recipes. Dean has built her brand around recipes like “Fried Butter Balls”, and “Deep-Fried Mac and Cheese”, pushes cookbooks filled with fatty foods – and her brand is the definition of un-healthy foods according to countless medical experts. What’s next? Charlie Sheen and Lindsay Lohan hosting Sesame Street?  Philip Morris selling cancer drugs?

Ronn Torossian is the CEO of 5WPR, a leading NY PR Agency. He’s also the author of recently released PR book “For Immediate Release” – and a chapter in his book is devoted to Authenticity and entitled “Authenticity: Your personal calling card.” The book is available at: http://www.amazon.com/Immediate-Release-Deliver-Game-Changing-Relations/dp/1936661160