"It was a fairly hypnotic story, even if it was a bit tawdry," says Ben McConnell in a post at the Church of the Customer Blog. Importantly, though, the frank admission enabled the comedian to frame the narrative; he wasn't forced to spin someone else's version of the story.
"How the conversation goes ... in this Twitter-driven world ... is all part of natural selection," notes McConnell, "but Letterman certainly neutralized far worse rumor-mongering that could have quickly spiraled, jeopardizing his reputation, maybe even his job."
Unfortunately, CBS has been aggressive about removing the ten-minute segment from online outlets like YouTube—but the lessons learned from its content remain.
"By getting in front of the story, especially with self-effacing humor, Letterman saved a lot more face than he lost," says McConnell in a nice piece of Marketing Inspiration. "It's a pretty good way to go for anyone or any company about to be in the hot seat."
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