Last night along with some 4.7 million viewers we watched in horror as actor Joaquin Phoenix imploded on the David Letterman Show. Clearly suffering from metal illness and or chemical abuse Phoenix stumbled through his interview like a homeless person. Letterman, sensing blood in the water, parried with quips about his unkempt appearance and the Unibomber. Letterman is a skillful master of the game and kept this "dead man walking" three ring circus going for as long as he could.
So, what does this have to do with shark diving? As a commercial shark diving operation your brand, your identity, and your credibility is tied into the media, like it or not. Yesterdays debacle by Phoenix serves as a reminder to the dangers of failing to pay attention to every aspect of your media output.
For Phoenix his star power will inevitably lead to a "come back". For shark diving operations that follow the same path, the "come back" is not so easy: