Oscars

Slap
Tideman Georgii
Bodrenkova Anastasia
Linde Nikita
Dumbrava Vsevolod

Introduction to Public Relations

Professor- Alba Mendoza
Introduction
- Reason of the crisis
- How did it affect the participants
- Strategies used to mitigate the
impact
 Joke about Pinkett
Smith
“Jada, I love you. GI Jane 2, can’t
wait to see you,” Chris Rock
referred to Pinkett Smith’s shaved
head.
Smith’s response after the incident

“Keep my wife’s name out your ******

mouth,” to which Rock replied: “Wow...
dude. It was a GI Jane joke.” And then he
repeated his sentence about the mouth.
Interview after 3
months
Smith’s instagram post after the ceremony
- This incident has affected Will
Smith negatively
- Lost contracts: “Emancipation”,
”Bad Boys 4”, “Fast and Loose”
- Ban for Oscars for 10 years
Positive effect on the Chris Rock’s career.
Tickets to his shows were sold
immediately
Conclusion
Outcomes: Public attention, loss of contracts, Oscars’ ban
For Chris Rock: increased revenue and recognition

Lessons learned:
- Importance of maintaining respect and professionalism in
public events
- Communicate if an incident has already happened
- To be accountable
- Power of social media

- Nothing could be done differently. Will Smith’s team has

reacted effectively and timely
 Thank you!

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References
- What was the joke Chris Rock made about Will Smith’s wife
Jada? (2022) The Independent. Available at:
https://www.independent.co.uk/arts-entertainment/comedy/news/what-
chris-rock-say-will-smith-joke-oscars-b2046744.html (Accessed: 07
November 2023).

- Four crisis communication lessons from the Oscars slap (no

date) Nuvolum. Available at: https://nuvolum.com/insights/four-crisis-
communication-lessons-from-the-oscars-slap/ (Accessed: 07 November
2023).

- Yahr, E. (2022) Oscars slap was PR nightmare, and celebrity publicists

still shudder, The Washington Post. Available at:
https://www.washingtonpost.com/arts-entertainment/2022/04/07/will-
smith-chris-rock-slap-oscars-pr-crisis/ (Accessed: 07 November 2023).
References
- Ap (2022) Will smith’s new life after slapping Chris Rock at the
Oscars, MARCA. Available at:
https://www.marca.com/en/lifestyle/celebrities/2022/05/09/62790046268e
3e6d208b458b.html (Accessed: 07 November 2023).

- What was the outcome of Chris Rock after the slap from Will
Smith? (no date) Quora. Available at:
https://www.quora.com/What-was-the-outcome-of-Chris-Rock-
after-the-slap-from-Will-Smith (Accessed: 07 November
2023).