Team Pistorius Prepares to Defend the Brand

The Business of Emotions

Janine Hills of Vuma Reputation Management Janine Hills of Vuma Reputation Management

In When Human Brands Go Wrong: The Killing of Reeva Steenkamp and the Trial of Oscar Pistorius I drew attention to some features of his affidavit (its ‘text bridges’) and to Pistorius as a human brand.

In human brands reputation is everything. That’s why the reputation of Oscar Pistorius has now been placed in the hands of Vuma Reputation Management. All family statements are released through Vuma. His team of lawyers works with Vuma. Journalists’ questions must be directed to Vuma.

The first job of any reputable reputation management company is give the impression that it’s doing no such thing. This from its CEO, Janine Hills:

 “This is about an incredible, iconic star, a giant in the media,” she said. “Our role as a team really is to provide the information that the media is calling for, not to manage his image 

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