Post-Weinstein era prompts swift action against stars accused of sexual misconduct

Not so long ago, companies who employed high-profile public figureswent to great lengths to keep their toptalent employed.

For example, it was revealed earlier this year that Fox News had paid five women a total of $13 million to keep quiet about harassment allegations against Bill O'Reilly, all in hopes of holding ontothe network's biggest star.

The court of law takes a very long time; the court of public opinion does not.- RonnTorossian, 5W PR

But following the bombshell storiesabout Hollywood producer Harvey Weinstein, corporations no longer seem willing to protect their star talent,and are taking swift action to cut all ties when such allegations of sexual misconduct emerge.

"I think there's a court of law and there's a court of public opinion the court of law takes a very long time; the court of public opinion does not," said New York-based public relations executiveRonnTorossian.

"Nobody these days, in the post-HarveyWeinsteinera, has the patience to wait to be attacked repeatedly by consumers,"he said.

'Right side of the issue'

Or, as Randi Rahamim,a principal at the Toronto-based communications firm Navigator Ltd., said in an interview with CBC'sEli Glasner: "What we'reseeing is a desperation to be on the right side of the issue."

On Wednesday, Today show co-host Matt Lauer, perhaps one of the biggest names in television,joinedthe growing list of male celebrities whose corporate masters cut them loosefollowing allegations of sexual misconduct. On the very same day, former A Prairie Home Companionhost Garrison Keillor was fired by Minnesota Public Radio over an allegation of "inappropriate behaviour."

Just last week, Charlie Rose was fired by CBS News, PBS and Bloombergafter several women accused the talk show host and journalist of sexual harassment. Others who have been accused of sexual impropriety anddropped by their employers include actorKevin Spacey, comedian Louis CK andjournalistMark Halperin.

It's allpart of the continuing fallout fromthe allegations againstWeinstein, who has been accused of sexually harassing and assaulting women for years. That has prompted many other women, most notably in the entertainment and journalism fields, to come forward with their own complaints.

But before theWeinsteinstories emerged publicly, many corporations would have tried tocalculatehow much they had to pay out to make the allegationsgo away and preserve theirfranchise player,Washington, D.C.-based PR expert RichardLevicktold CBCNews.

"The equation has changed since Harvey Weinstein which now is that you can't save the franchise," Levick said.

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"I think that all revolutions are slow until they're not ...and then suddenly iconic events happen."

Erik Bernstein, vice-president of California-based Bernstein Crisis Management, agreed that ittakes one blockbuster case that attracts major media or regulatory attention to blow the lid off a situation.

"Suddenlyyou see many similar cases arise, and the organizations involved are quite a bit more motivated to take action thanthey were," he said.

Damage to the brand

The biggest fear for companiesright now is long-term damage to the brand, Bernstein said.

"Here's the dilemma companies are facing:if you stick by someone and the allegations turn out to be true, you're going to be viewed as an accomplice to the behavior," he said in an interview with CBCNews. "When the dust settles, there is always a 'poster child'for major controversies, and everyone is scrambling to not wind up holding a smoking gun."

And in the case of Lauer, withabrand like NBC, top executives would be asking themselves if they canwithstand the threatof boycotts, the threatof consumers standing against them, saidTorossian.

Deborah Knight, owner of Toronto public relations firm DKPR, said it would be impossible for NBC to keep Lauerin part, because the network has been active in reporting on other stories of alleged sexual misconduct.

"How could they keep Matt Lauer in the organization even if they were unsure if he was guilty as charged?" Knight said."Because they also had to look at the responsibility they have to the rest of the world. If they're telling everyone it's unacceptable and they're having conversations editorially, how can they keep him on?"

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Levicksaid with theTodayshow, which has a predominantly female audience, the program can't be seen as having a "boys' club"culture.

He said thestories about allegedsexual abuse and the subsequent firings of theseentertainment icons emerging seemingly daily now are a warning to every company, and it's not just about money. They can no longer be seen to be condoningthe behaviour, norhide it, Levick said.

"And if you think that the calculus is about ... deducting the advertisinglosses and the rating losses against the rating gains then you're looking at the wrong things," he said.