Humor and lack of defensiveness are highly effective tools for managing PR crises and maintaining public image.

17:21>> cool and deep. Did you see this amazing? It's a master class of PR by uh Bernard Arno. >> I didn't read it. What happened? It happened. >> You got to see this. >> Okay. So So I don't I don't normally pay too much attention to this stuff, but check this out. So So I saw this from uh Lulu uh I don't know how Lulu Chang, I

17:44don't know how you say her last name. Murvey. She's like the kind of god direct um founder. She she she's like she was doing PR at Anderil and now she has her own fund and whatnot. >> Is she the one who has the handle where it's like here's how you should and should not address uh like PR issues. >> Yeah. Yeah. She's just like constantly giving founders like advice and her her

18:02philosophy is go direct philosophy. So anyways, check this out. So this backstory is that Bernardo, who you you know probably better than I do, he's the the titan behind um the luxury conglomerate LVMH. And every once in a while he's the richest man in the world. >> Yeah. He's kind of Yeah. He floats, you know, between number one and four and the richest man in the world. And he

18:26writes this post um and it's just titled Mercy, right? Thank you in French. And he he basically says so so what happened was this um publication in France did this like year-long kind of sort of expose on his family and they tried to make it as like juicy as possible. So, they dropped a six-part investigative series called The Empire of Bernard Ono. And it was talking about how and it

18:53basically paints him as the last royal dynasty of France. And it describes like tension between his second wife and his son-in-law and how their Sunday family dinners are like, you know, palace intrigue type of thing. And how they're, you know, they're trying to figure out that, you know, the five heirs or five kids are sort of jocking for position cuz he's he's now close to 80, I think,

19:13of who's going to succeed. you know, it's like basically succession but for real life. And so he so they they drop this whole series and he goes and he goes, "Here's a three-page open letter that he he basically posts and I just want to read you a little bit of this." So he goes, "Thank you." That's how he starts it. Instead of being defensive, he just starts with, "Thank you." He

19:34goes, "It seems I am the head of quote, the last royal family of France. I'm reading this between two cups of tea and my children who are alerted to this over WhatsApp um asked me if they should now curtsy in my presence and I told them hello sir would be would be sufficient. They burst out laughing. Um and I you know this has just been a wonderful week

19:55and it bas it says it seems like Lemon has decided to roll out the heavy artillery. Six months of investigation, two full-time journalists, blah blah blah. He basically like paints them as absolute overkill for what they were trying to do. And this deserves a word and that word shall be thank you. You know, I haven't been granted this treatment since I took over, you know, the company in 1984. And