How Will Smith’s new film could restore his image after the slapping incident

There are few people who, after causing a crisis, can act in a film that could help them restore their image and reputation.

Meet Will Smith. Again.

The actor made international headlines two years ago when he slapped Oscar host Chris Rock during a live broadcast of the annual show. The incident was a prime example of what not to do when you’re upset by someone else’s words – especially in front of an audience of millions.

Smith’s apology for slapping Rock and his resignation from the Academy made headlines, and he’s back in the news thanks to his recent continued efforts to revive his career.

To promote his new film, “Bad Boys: Ride or Die,” Smith “has largely avoided in-depth interviews ahead of the Oscars, instead embarking on a whirlwind tour of red carpets from Mexico to Saudi Arabia, where he attended the premiere, which was billed as the country’s first Hollywood premiere,” the Related Press.

“Smith, 55, who was one of Hollywood’s most box-office-generating stars for years, appeared on ‘The Tonight Show With Jimmy Fallon’ and the YouTube series ‘Hot Ones’ and made a surprise appearance at a Los Angeles movie theater on Friday,” the news agency reported.

Public relations and reputation management experts offered their opinions on whether Smith’s new film will be enough to restore his image.

“A golden opportunity”

“From the perspective of a reputation, crisis management and public relations expert, Will Smith’s new film offers a golden opportunity to retell his story and recover from the infamous Oscars slapping incident,” said Grayce McCormick, founder and principal of Lightfinder PR, in a statement.

“The long-term commitment to image restoration cannot be overstated. Smith’s ongoing efforts, both on screen and off, are an example of the perseverance required to restore a damaged reputation and emerge stronger,” she noted.

“A master class”

Smith’s “return in Bad Boys 4 is a master class in reputation management. By choosing to join a beloved franchise, he successfully shifts the public focus from past mistakes to his celebrated talent and the roles that have endeared him to audiences worldwide,” Lakesha Cole, senior public relations consultant at she PR, said via email.

“Smith has openly addressed his actions and taken steps to make amends. That is the first step in reputation management and cannot be avoided. Authenticity and accountability are the cornerstones of effective crisis management. Smith’s willingness to be open was truly the turning point in restoring trust and reconnecting with his fan base,” she concluded.

“The most important insight”

“The strong box office performance (or Smith’s new film) shows that the most important thing for anyone facing a PR crisis is to stay authentic, continue to do good work that fits your brand, and show that you can learn and grow from your mistakes,” crisis communications expert Jessica Schaefer said via email.

“We have a long way to go”

“Smith can make many more films, but even if they are critical or box office successes, he will always be defined by the Chris Rock slap in the face,” Ryan McCormick, co-founder and media relations specialist at Goldman McCormick Public Relations, said by email.

“I don’t think he’ll ever return to the A-list inner circle until years after his banishment from the Academy Awards. The fact that Smith’s latest film, Bad Boys, appears to be a box office hit shows that he still resonates with fans. However, I think he still has a long way to go to restore his reputation,” he predicted.