By the time Monica Lewinsky was approaching her twenties, she had a
clear future mapped out for her. A BSc in psychology from Oregon’s
well-heeled Lewis and Clarke College and she seemed on the road to a
successful career, maybe even a husband with letters after his name.
After all, she was born in Beverly Hills, where children are raised to
expect the best. A different world from Washington, where her role in
the scandal of the century ultimately raised doubts about her integrity
Few could imagine, let alone survive, the media barrage unleashed on the
young intern whose pout became one of the most photographed of the
After years of silence, Monica turned to Andrew Norton to tell the
public her side of the story. And, following advice from her lawyers,
she recruited John Scanlon of DSFX International to take the edge out of
the media’s sting. But how, and why, market Monica?
With the public gorging on a daily diet of anti-Monica articles, Scanlon
had a monumental task on his hands. But ironically, the job is
relatively uncomplicated. In Monica’s case, media management isn’t about
convincing the public she is a woman more sinned against than sinning;
it isn’t about persuading a cynical audience that they should name their
unborn children after her. Media management here has just one simple
purpose: to convince the world it wants to hear Monica’s story.
Like Christine Keeler before her, Monica’s name has become synonymous
with scandal and betrayal. But that’s not necessarily a bad thing. As
any PR person will tell you, it’s better to be looked over than
Scanlon has to deflect public apathy long enough to capitalise on book
sales, movie rights, and, yes, even product endorsement. Havana
Any change of image - to capture the women’s vote, the sympathy of young
people, even the religious die-hards - should be specifically aimed at
increasing her earning potential. With the right guidance, Monica has
the ability to earn close to pounds 30 million through her story.
The sanctimonious columnists may decry this as cynical manipulation of
the story for Monica’s personal gain. And they would be right. As long
as the media has any interest in Monica, she will hear those cash tills