Amanda Knox—the University of Washington exchange student sentenced to 26 years in an Italian jail for killing her roommate and then acquitted on appeal—will surely become a part of the lexicon for crisis communications done right. Unlike other famous cases such as the 1982 Tylenol recall  and the 2008 listeria outbreak at Maple Leaf Foods that lasted only a couple of months, the Knox case ran almost four years as her family fought tirelessly to free her from her Italian jailors.

When Knox was arrested and charged her father hired David Marriott from Seattle PR firm Gogerty Marriott to manage the media frenzy surrounding his daughter’s incarceration. Tabloid reports  initially painted Knox as a ‘she-devil’ and ‘vixen.’ Marriott and a grass roots effort from Knox’s friends turned the tide of public opinion, transforming Knox into a young woman who had fallen victim to an Italian legal system that was sadly lacking.

When David Marriott was hired three days after Knox’s arrest in November 2007 he immediately issued a news release directing all media and interview requests to him. His long term strategy was to correct the misconceptions about Knox painted by the prosecutors and tabloids. Since Knox’s lawyers had advised her parents not to give media interviews, Marriott turned to Amanda’s friends to talk to media.

This approach changed in early 2008. Amanda’s sister told a story of Knox carrying a spider outside since she couldn’t bear to hurt even an insect. Both parents gave interviews about Knox’s achievements at school and in sports (the term Foxy Knoxy referenced her ability on the soccer field, rather than her good looks).

Marriott’s media strategy focused on TV news programs for in-depth reporting and investigations on Knox’s case. A turning point was a February “20/20” program that raised serious doubts about the case against her. A few months later “48 Hours” aired a similar show.

Separately, in 2008 Knox’s friends formed Friends of Amanda Knox to run social media campaigns and raise money for the case. Their website was filled with testimonials about Knox and the picture they painted was quite different from the one initially portrayed by the media.

The Amanda Knox Defense Fund was also created as a place to share who the real Amanda Knox is and help friends support her financially: “Within this site you will find heartfelt stories from friends, family, teachers and others who are the true friends of Amanda Knox. People who know what kind of a lovely person she truly is and who know she is innocent.”

There was also a Facebook page dedicated to Knox and her boyfriend Raffaele Sollecito who was also charged and ultimately acquitted of the murder.

What’s next for Amanda Knox? Marriott is preparing a strategy should the Italians appeal the acquittal. The paparazzi are having a field day following Knox around Seattle. Book and movie deals are being negotiated. And this PR professional is hoping Marriott (maybe even Knox) make the rounds at conferences so we can hear first-hand the story of saving Amanda Knox.

What do you think of the communications behind Knox’s ordeal? If you followed the story as it unfolded, did your opinion of Knox change as a result of the media coverage? What other strategies or tactics would you have considered if you were her communications strategist or her family and friends?

Posted in Public relations |