Amanda Knox -- When PR goes wrong

[BrilloPad]

Two blokes, one bird, and a corpse?

So quite boring really then.

[RetSet]

Never mind who died and the guilt/innocence. What about these sex games. What was involved?

Two blokes, one bird, and a corpse?

[BrilloPad]

Never mind who died and the guilt/innocence. What about these sex games. What was involved?

Any piccies?

[Mich the Tester]

This is the trouble with double jeopardy; the story never ends for anybody.

[scooterscot]

Too cryptic for this hour in morning.

[doodab]

Maybe the yes campaign can learn from this?

[scooterscot]

So she's been found guilty and now takes to taunting the memories of Meredith’s relatives - what gives?

Amanda Knox -- When PR goes wrong - TEKJournalismUK

Amanda Knox -- When PR goes wrong

Despite the fact that Knox’s case, has been heard by more than twenty senior judges in Italy and that, following due process, she has been found guilty, Robin Roberts saw fit to comfort the defendant live on American Breakfast TV. The Amanda Knox ‘narrative’ was officially more important than the issue of violent crime and victims of crime.

Stark Contrast

This display of partiality left a nasty taste in the mouth, and in the weeks that followed the interview, things have become more uncomfortable for Knox. Voices on Twitter and in newspapers began to voice the opinion that her PR campaign was disrespectful to the family of the murder victim, Meredith Kercher.


One of the most powerful jibes to the public conscience has been the stoicism and gentleness of Meredith’s family in the face of almost unimaginable grief. This is exemplified in the Sky News interview with Stephanie and Lyle Kercher.


The Kercher family consistently confound our expectations by never expressing anger, bitterness or personal hostility towards the defendants. It is clearly not calculated. It just seems not to be within them. The family are placing their trust entirely in the process of justice, referring only to the evidence to guide them, and the advice of their lawyers. Other than to request privacy on the matter of Meredith’s grave, they have been virtually silent. It is impossible not to be impressed by their bearing, and the stark contrast between this and the unedifying PR displays has not gone well for Knox’s campaign team.

Where Did It All Go Wrong?

Back at the PR coalface, Knox’s discomfort with the public’s perception of her was becoming clear, in her increasingly outspoken appeals for public sympathy. Knox told The Guardian, “I feel like I have been diagnosed with cancer”, on the 7th February, which brought censure from cancer groups, and sufferers. Next, Knox decided to appeal directly to the public by publishing a photograph of herself holding up a sign with the words, “Siamo innocent” – meaning “We are innocent”. In the image, Knox has tied back her hair, and presents herself in stark black and white. A media commentator noted, disapprovingly, on Twitter, that the image was a ‘rip off’ of the #FreeAJStaff social media campaign, designed to highlight the plight of Al Jezeera journalists, imprisoned in Syria.

Twitter Takes Over

As one Twitter commentator noted, “First rule of Advertising: Never hold up a sign”. By the time the Al Jazeera link was spotted, satirists on Twitter had appropriated Knox’s image. It was doctored via online meme generators, and suddenly the #amandameme went viral. Cutting comments appeared on the signs being held up by Knox, reading “Who says crime doesn’t pay?”, “Meredith who?”, and “I’m so scrood”. The observations were deeply cynical about Knox and her presentation of innocence. The irritation with constant media manipulation came through loud and clear. Several news outlets, including The Huffington Post, and The Local, and The Examiner picked up the irreverent subversion of the PR drive. Soon a library of Amanda Knox parodies had built up.

Italy Bites Back

Almost simultaneously, the Italian public started to bite back, with a disgruntled Perguian posting a picture of himself holding a sign reading “Perguia Vi Odia” – Perugia Hates You. More and more Italian spoofs appeared, with similarly scathing comments aimed at Knox and Sollecito. Within hours, the Perugia Vi Odia Facebook page had gained more ‘likes’ than the ‘Don’t extradite Amanda Knox’ petition had in ten days. It appeared Italian patience with the relentless PR against their city had finally snapped. Knox’s PR response was to run a piece in the Daily Mail, showing pictures of her friends and family holding up signs in support of her, but the comments below the piece clearly showed that this too had backfired. Top rated comments were all negative towards Knox.