The media and everyone else continue to buzz about the Letterman affair(s). I thought I'd take a few moments to share my perspective on it.
From a professional communicator's standpoint, I think Letterman has handled this masterfully.
In crisis communications, the best thing to do is be up front and get the story out. Otherwise you suffer death by 1000 paper cuts as it emerges in dribs and drabs.
Letterman told his side of the story last Thursday night, using his show as a forum to confront the crisis. In doing so he took some of the edge off. He had a supportive audience, a forgiving environment for this kind of disclosure (the titters were nervous laughter – people were obviously surprised and perhaps not sure if this was real or shtick).
He was up front, and matter of fact (one quibble: Letterman did not point out that he was not married at the time of the affairs, which is apparently true, although some might see this as a technicality). He struck just the right tone. He deftly mixed self-deprecating comedy with serious-as-cancer realism. Despite the forum and strained attempts at humor, it was clear that Letterman was being sincere and taking the steps needed to deal with the situation head on.
Last night, in his first public comments since last Thursday, he took a little more time to fill in some of the blanks by issuing an apology to his wife and staff. Letterman killed with his monologue, with joke after self deprecating joke. He is a likable guy to begin with. Using humor in this way inevitably makes him more endearing and forgivable.
By its nature, it is hard to predict where this type of story will go next. What salacious detail will surface? Who were the affairs with? Did he use his position of power to intimidate? And of course Gerald Shargel, Halderman's counsel, will continue to throw stones. Shargel claims that Letterman is a master at manipulating audiences.
As the NY Times reports, all may be well advised to settle the situation with a Halderman plea.
In the meanwhile, Letterman has proved that his show can be a powerful forum for telling a story, and staying ahead of one.
