Robert Pattinson's Publicity Blitz is 'Smart,' PR Expert Says (ANALYSIS)
It’s business as usual for Robert Pattinson.
The Twilight heartthrob may be at the center of one of Hollywood's biggest scandals -- his longtime (and now former) girlfriend, Kristen Stewart, was snapped snuggling with married director Rupert Sanders last month -- but that doesn't mean he's laying low. In fact, he's doing more publicity than ever.
To promote his new film Cosmopolis, the 26-year-old has done everything from ringing the New York Stock Exchange’s bell to eating Ben and Jerry's ice cream with Jon Stewart and even appearing on Good Morning America.
And, according to one of the leading experts in public relations and reputation, Pattinson is making all the right moves.
Howard Bragman, veteran publicist and vice chairman of Reputation.com, said the actor had to get back into the spotlight to make the scandal dissipate.
“I think that it is great that he is out there promoting his film, and it would be weird if he didn’t,” said Bragman, who authored Where's My Fifteen Minutes? “It is very smart. It's like letting the air out of the balloon or lancing the boil.”
Bragman said Pattinson was particularly wise to not attack his former girlfriend on The Daily Show With Jon Stewart, even joining the host in making jokes about what happened.
“I think he did it quite well. He didn’t dwell on it, as that wasn’t the focus,” said the PR expert, who noted that Pattinson kept it lighthearted and didn’t become sentimental.
“He is not a gushy guy so it was good; he was being authentic," Bragman said. "That should be his focus at the moment, making sure he is being authentic and true to himself.”
With Reputation.com striving to help celebrities with their online reputations, Celebuzz asked Bragman if the Twilight star would be needing his services.
“No, he doesn’t have a reputation problem," Bragman said. "He wasn’t in the wrong -- he was the victim.”
Does that mean 22-year-old Stewart is the one with the bad rep?
Not necessarily, says Bragman.
“This isn’t going to define her for the rest of her life,” he said. “She has already apologized and, with enough time, it will go away.”
That apology came in a public statement that Stewart released on July 25, just a day after it was revealed that she'd been cheating on Pattinson with her 41-year-old Snow White and the Huntsman director.
"I'm deeply sorry for the hurt and embarrassment I've caused to those close to me and everyone this has affected,” she said.
“This momentary indiscretion has jeopardized the most important thing in my life, the person I love and respect the most, Rob. I love him, I love him, I'm so sorry."