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PR Winners and Losers at the Oscars

Ronn Torossian 2015 Oscars

The 87th Academy Awards show is now a part of the history books. “Birdman” was the big winner of the night, taking home four wins in the nine categories that it was nominated for. While it is always fun to take a look at the winners and losers, it is even more interesting to see who were the biggest winners and losers in the department. Every year has some presenters and winners who do amazing or head-scratching things while they have the spotlight, and this year was no different. Here is a look at the biggest PR winners and losers for this year’s Oscars.

Winner – Alejandro Gonzalez Inarritu

Even people who were outraged that “Boyhood” lost had to admire the graciousness that Gonzalez Inarritu displayed when he accepted his awards. His joking moment where he said he was wearing Michael Keaton’s tighty whiteys from the film was just the kind of hilarity that was far too infrequent in this year’s broadcast.

Loser – Sean Penn

While anyone who really knows Sean Penn realizes he is about as liberal and far from a racist as you can get, that didn’t stop from erupting when Penn asked jokingly, “Who gave this gave this son of a $*%#! his green card?” when he was presenting the award for Best Picture to Gonzalez Inarittu. Gonzalez Inarritu directed Peen in the film “21 Grams,” and the two are good friends. He even said backstage that he thought Penn’s joke was “hilarious.” However, the PR damage to Penn’s reputation is undeniable, but he will likely recover quickly.

Winner – Patricia Arquette

The brilliant actress was the only person to take home any hardware from the tragically underappreciated “Boyhood,” and Patricia Arquette made the most of it. During arguably the greatest speech of the evening, she delivered an impassioned plea for equality for women. In particular, she turned a spotlight on the wage inequality that exists for women today. Her fiery speech got the women in the auditorium as well as a number of the men on their feet. Meryl Streep in particular was cheering loudly.

Loser – Neil Patrick Harris

People are already arguing about how Neil Patrick Harris’s performance was as host, but the majority seem to feel he fell flat. He had a number of strange moments, including the running gag with his prediction box that aggravated both people at the show as well as those watching at home. He also had some uncomfortable moments with the few African-American attendees, including both Oprah and “Selma” star David Oyelowo. Coming out on the stage in his underwear was awkward as could be. It was definitely not in keeping with the classy presence an Oscar host needs. Perhaps his worst moment was when he made a tasteless joke about a winner’s dress moments after she made an impassioned plea for suicide victims. It is doubtful that he will ever get asked back to host.

Winner – JK Simmons

The career character actor was a shoo-in for Best Supporting Actor for his role in “Whiplash,” and Simmons’s speech was one of the best of the evening. His impassioned plea for everyone watching to call their parents was one of the most memorable moments of the evening, and it will doubtless gain him lots of new advertising gigs like his commercials with Farmers Insurance.

Loser – John Travolta

Travolta was arguable the biggest PR loser of the night. First, Travolta crept up on Scarlett Johannsson on the red carper to steal a kiss from the obviously uncomfortable starlet. On stage, he was paired with Idina Menzel, whose name he famously butchered during last year’s show. He got her name right this year, but that didn’t make up for his uncomfortable chin-grabbing of her with a billion people watching. It was by far the most awkward moment of the show, and his already shaky reputation is even shakier now.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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