‘Late Show’ host blends candor and humor in on-air explanation to his audience

David Letterman has been cracking jokes on late-night TV for more than 25 years. 

He got serious on Thursday night’s telecast and divulged that he had had sexual encounters with female staffers—and that he was the target of a multimillion-dollar extortion plot.

A key question for many is whether he successfully deflected damage to his career.

“He handled it in textbook manner,” says Fraser Seitel, who “wrote the textbook.” A prominent PR author and teacher, Seitel is managing partner of Emerald Partners public relations.

“You have to get the bad news out quickly, in your own context, your own agenda, on your own terms.”

Seitel explains how Letterman, who clearly came prepared, navigated potentially devastating personal and professional straits. “It was as awkward a TV moment as there ever has been, but it was also riveting,” Seitel says. “The audience actually thought it was a joke, at first. Letterman turned it into a PR exercise.”

Letterman did offer intentionally funny imagery when he depicted the blackmail payoff as a jumbo check, like one a golf tournament winner might receive.  

“He’s a consummate pro,” Seitel says, “with a great sense of timing and of his audience.”

There was sporadic, perhaps nervous laughter rippling through the studio as Letterman explained about his testifying before the grand jury.  The “Late Show” host revealed that he had done some stuff that was “creepy.” That word, in particular, drew chuckles. “Now why is that funny?” Letterman said, looking a bit flushed.

However, Seitel observes, “As Letterman sensed an element of humor, he played to that.  Then he got serious, and the audience then realized the gravity of the situation.

“He brought them to a crescendo.  And when he explained what had happened, he was right on target.”

“On a personal level,” Seitel says, “it’s all terribly embarrassing. But in an ironic sense, show biz is not real life, so this could actually create excitement for the show. The ratings on Monday will probably go through the roof.” (Friday’s show was taped Thursday night.)

“The big loser in this could be CBS, relative to bosses’ sleeping with subordinates,” says Seitel, who added that the network would need to review its policies on such matters.

Seitel demurred on whether he thought the extortion case against CBS employee Robert Halderman, who entered a not guilty plea Friday, would come to trial.

The impact on Letterman’s reputation “depends on what else comes out,” Seitel says. “If it was consentual sex, I don’t know that there will be much more to it. But if these women say they were intimidated into it, then it could have complexities.  Otherwise, it will just pass into the bizarre Letterman lore.”

So, what does Dave do next?

“If he’s smart, and he’s as savvy as anyone on television,” Seitel says, “he will add a name to those he jokes about—Cheney, Palin—and that’s his own name.”

“It’s only hypocrisy if he doesn’t poke fun at himself and continues to rail at Ensign and Spitzer and the like.”

Seitel notes that two recent “Late Show” guests, Martha Stewart and former President Bill Clinton, mishandled their own difficulties. He contrasts their situations with those of Hugh Grant and Kobe Bryant.  The various responses provided case studies, he says. 

Letterman, Seitel says, “really has learned that the best antidote is to come out quickly and clear the air.”

Letterman, in turn, has provided a lesson for others, says Tripp Frohlichstein, founder of MediaMasters Inc.

“I have often said, ‘When in doubt, get it out, as it always smells worse as it ages.’ This philosophy helps put you in command of a situation,” Frohlichstein advises.  

“The initial success of Letterman’s action should be a lesson to corporations,” he says. “They can accomplish the same thing when they face serious problems. 

“Instead of allowing the corporate ‘ego’ to keep things as quiet as long as possible, they should instead get the information out, take their lumps and move on.”