Beyonce and Jay-Z’s PR Crisis Management

jayz-solange-crisisIn light of recent rumors that Jay-Z and Beyonce’s marriage is on the rocks, Entertainment Tonight spoke with the CEO of 5W Public Relations, Ronn Torossian, about the couple’s public relations crisis and their immediate need for Crisis PR. The rumors began circulating in May 2014 after Beyonce’s sister, Solange Knowles, was caught on an elevator security camera swinging at Jay-Z at the Met Gala in New York City. The leaked video footage suggested that there was trouble in paradise. Beyonce and Jay-Z are not just husband and wife; they are business partners and their marriage is a brand.

With so much at stake, a clash of their personal and professional lives could mean an end to the Bey and Jay empire.Despite the negative media attention, the show must go own. With the couple currently co-headlining a tour, personal issues are being put on the back burner and business is remaining the top priority. The rumors may even be helping to boost ticket sales as fans of the power duo are now paying closer attention – such close attention, in fact, that the audience caught Beyonce changing a lyric to one of her songs while on stage, with the new wording suggesting her husband had been unfaithful.Aside from continuing the tour, Beyonce and Jay-Z have also been wisely keeping up appearances, which is causing the public to have more questions than answers. The two have remained quiet and casual despite the negative media attention and have been going on about their lives both personally and professionally as if their marriage isn’t in the headlines.Since the elevator brawl, it’s apparent that the couple’s PR team has been working hard behind the scenes, making a few strategic yet discrete moves in an attempt to deflect the rumors. One of the first steps Beyonce, Jay-Z, and Solange took was to release a joint statement addressing the leaked footage. The statement said that Solange and Jay-Z claimed equal responsibility, apologies were made, and the family had moved on peacefully.

Beyonce also took to Instagram, posting pictures of her and Solange in what appeared to be a blatant attempt to prove the sisters were on good terms. Perhaps the most telling move the couple made was creating a short film together to promote their upcoming tour. The affection they shared in the movie left the public wondering how their marriage, and their brand, could ever come to an end. With all of this, there is no question that the Carter family crisis has been handled well by PR.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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