How Did Tom Cruise Repair His Image?

In 2004, Tom Cruise – then the biggest non-sports star in the world – fired his long-time public relations team.

Over the next several years, he jumped atop a couch during an interview with Oprah Winfrey while he proclaimed his love for Katie Holmes; had controversial footage leaked of his Scientology recruitment speeches; agreed to a now-infamous interview on the Today Show where he denounced psychiatry and medicine; and was essentially fired from Paramount by Sumner Redstone. He also went through a particularly public divorce, as I am guessing you very well know.

Against all odds, however, Cruise is back.

This past weekend, Top Gun: Maverick – the long-awaited sequel to Top Gun – made an estimated $156 million domestically, exceeding expert predictions by tens of millions of dollars. That number gives the film the record for the biggest movie opening ever over Memorial Day Weekend. It also happens to be the biggest opening in Cruise’s Blockbuster-filled career.

Certainly, the film plays on our nostalgia. But, there is no Top Gun without Cruise, an affable and retro version of Cruise. A Cruise that was not rebuilt overnight. In fact, he hired back on public relations professionals as soon as late 2005 after all that initial damage was done and has been clearly working behind the scenes for some time to repair his image.

The work done in recent years really stands out to me.

For example, in 2021 a new video leaked of Cruise. It was not focused on religion, but COVID-19. He was yelling mercilessly at crew members on a film who did not follow safety protocols, putting the entire production and countless jobs at risk during a very economically scary time. He doubled down he would do it again to Esquire Magazine, earning kudos the world over for taking a stand and not backing down.

Then there is the press junket for the sequel. Have you seen the millions of interviews Cruise has done showcasing his big smile and sharing plans for what he wants to do next? No, you haven’t. Instead, you have seen him praise the younger generation in the film and thank all the loyal fans. Zero ego to be found.

And now here he is, seemingly back in Hollywood’s good graces, thanks to hard work, patience and…listening to strategic advisors. Giving public relations professionals a seat at the table matters, and for more than just “Maverick.” It matters very much to your business or brand as well.

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