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When I watched the video of Ellen DeGeneres shedding crocodile tears over her doggy disaster, honestly my first thought was “This must be sweeps week” or was she possibly trying out for the lead in Rent? So much drama. But as I learned the details of the story, I soon understood her strategy. I’m not saying the emotion wasn’t real. She was clearly upset. The decision to take those emotions public on her show was calculated, and smart. Let’s talk about why. There are so many PR lessons here…taking control of a crisis; staying in touch with the big picture, and not being afraid to use a little common sense.

First a quick summary: DeGeneres adopted Iggy from Mutts and Moms, and after two weeks realized the dog wasn’t meshing well with her other pets. (Why not test the waters before adopting?) She then gave the dog to her friend and hairstylist who has two girls, ages 11 and 12. Iggy bonded and everyone was happy, until the adoption agency called to see how Iggy and Ellen were getting along. They promptly took Iggy (physically took him) from the family and put him back in jail, because DeGeneres violated a term of the contract that says she can’t give the dog away.  This issue came to light early this week when DeGeneres took it public on her show, making an emotional appeal for the agency to return Iggy to the girls.

Here’s a quote from Marina Batkis, owner of the agency.

“If Ellen wants to place dogs and decide what’s a good home, then she should start her own rescue group. But I’m the one doing this and I know what I’m doing.”

Keith A. Fink, a lawyer for Mutts and Moms, told FOXNews.com that the dog will not be returned. “It’s never gonna happen. There is more of a chance that the Yankees are going to win the World Series this year. They are not going to be bullied by the Ellen DeGeneres camp. It’s the Hollywood culture — she thinks she’s above the contract and the law.”

Woa cowboy…someone needs a hug. We are still talking about finding a good home for a dog, right? Here’s our first PR lesson: never lose sight of the end game. Isn’t it the mission of a doggy adoption agency to place pets in loving homes, thus preventing them from being euthanized? Didn’t Iggy end up in a loving, responsible home? This is supposed to be a positive, feel good effort — but the tone and language coming from the adoption agency has a nasty edge. The agency lost control of the message, and generated enormous negative press by letting their emotions cloud their judgement and vision. I realize rules are in place throughout society to help ensure a better quality of life for all, and in this case for Iggy. But come on people, let’s use a little brain power before sticking your paw in your mouth. Rules are only effective if they result in their intended purpose.

Which leads us to lesson number two: use some common sense. Why why why do so many companies fail to mix a little street smarts into their daily decision making, especially with PR opportunities in play? This agency is in the business of giving wayward pups a second chance, or in Iggy’s case third and fourth chances. He’s now in a new home, his fourth environment in less than a month. The owners of the agency look like heels, the family and girls are upset and without their beloved pet, DeGeneres blew a week of shows on this topic and police are investigating death threats. The agency had to close temporarily because of the backlash. Whew, talk about losing focus.

Mutts and Moms could have, and should have, come out of this with more business than Santa. DeGeneres gave them the opportunity to turn around a bad situation, at the same time saving her own reputation. She owned her mistake — our final PR lesson for the day. She grabbed control of the story before anyone else could, and she steered the “crisis” in her favor. She knew before she went on the air how the adoption agency would react. They had already taken Iggy, and certainly there had been tense conversations between both camps. DeGeneres used her platform, and the agency’s missteps, to her advantage.

The agency could have made their stance about the rules clear and expressed concern, thus saving face with their community, yet taken the obvious step of evaluating Iggy’s new family and undoubtably giving their blessing. They would have earned immediate monster PR, and DeGeneres could have taped a fun show with Iggy, the new family and the director of the agency…a home run for everyone.

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