A Second Battle Beyond the Courtroom
Since Jeffrey Epstein’s arrest in 2006, another battle was quietly unfolding in glass offices and conference rooms. While prosecutors built cases, another team worked to shape perception. The newly released Justice Department documents expose the dealings behind it. They reveal the public relations professionals hired to steady, soften and sometimes redirect the narrative around him. Now we get a peek into the dealings as reported by THR.
Managing Outrage, Crafting Perception
While lawyers argued and rephrased legal language, another set of professionals were called in to deal with the public anger. Crisis strategists were brought on to read the mood of the country and figure out how to respond to it. They often worked quietly through law firms, where their conversations were protected and their plans were kept confidential. Behind closed doors, they debated wording, anticipated headlines, made calls to reporters and tried to prevent certain stories from becoming front page headlines. In all this, they were trying to reshape how a man would be seen. What the public usually got was a polished quote, accompanied by a brief denial, and a carefully measured explanation. What they didn’t see were the hours of discussions. The numerous revisions, and the uneasy awareness that reputation, once damaged, can never be perceived the same again.
The First Line of Defense: Dan Klores and Howard Rubenstein
Among the earliest advisers Epstein appears to have brought in was New York PR heavyweight Dan Klores. Klores had previously done damage control for Paris Hilton after her sex tape leaked. He did the same for fellow publicist Lizzie Grubman after her infamous crash in the Hamptons. Bank records show Epstein paid Klores’ firm $10,000 in January 2007, although there are no details in The Justice Department files as to exactly what services were provided. But I’m sure this speaks for itself.
This was followed by industry heavyweight Howard Rubenstein. As scrutiny intensified, more names surfaced: Merrie Spaeth, who helped draft an apology that was never released. There was also R. Couri Hay, who proposed a plan costing up to $20,000 a month to rebuild Epstein’s image through philanthropy and scientific patronage. And Mike Sitrick, a legendary crisis fixer who later sued Epstein for unpaid fees after claiming to have stemmed a wave of damaging coverage.
When the Fixers Turned Away
Others, including Matthew Hiltzik whose firm represented high profile clients such as Shohei Ohtani, Brad Pitt and Johnny Depp. An invoice shows Epstein was charged $25,000 for June 2017. A memo suggested challenging the credibility of accusers’ attorneys and enlisted prominent third party voices such as Larry Summers, Bill Gates, Noam Chomsky, Bill Richardson and Kathy Ruemmler to defend him. Some advisers later distanced themselves, saying they had urged accountability or ended their involvement because the situation became too uncomfortable.
The PR Industry After Epstein
It is amazing how many crisis managers have been cycled in such a short time. And sadly, even after Epstein’s death, the industry he relied on remains very much alive. With the release of each new document we see powerful names scrambling to find stories that offer protection. What these disclosures ultimately reveal is not just who was hired or how much they were paid. They show how carefully public perception can be managed, how influence is organised, and how reputation can be treated as something salvageable even in the face of devastating allegations. And yet, despite all the strategy and money deployed, some stories refuse to be contained.
