Rubenstein's clients included President Trump, Rupert Murdoch and the late George SteinbrennerGetty Images
Rubenstein Associates founding Chair & President HOWARD RUBENSTEIN, who "softened life's blows and polished the tarnished images of the rich, the famous and the flawed for more than 65 years in becoming New York's pre-eminent public relations impresario, died on Tuesday at his home in Manhattan" at 88, according to Robert McFadden of the N.Y. TIMES. Rubenstein's hundreds of clients "were among the best-known names in town" -- PRESIDENT TRUMP, Fox Exec Chair RUPERT MURDOCH and late Yankees Owner GEORGE STEINBRENNER. He "employed hundreds of people, preached ethics in speeches and articles on public relations, and impressed clients as diplomatic and trustworthy, although some rivals accused him of using underhanded tactics." Rubenstein's power "lay hidden in countless favors, large and small." But his "most visible stock in trade was trouble." Steinbrenner, whose "harsh treatment of Yankees players and managers was a publicist's nightmare, often left" Rubenstein "resorting to 'no comment.'" Starting a decade before Steinbrenner's death in '10, Rubenstein "orchestrated a tactical retreat for 'the Boss.'" Reporters said that he was "shielding an aging man from public view," but Rubenstein "offered a more benign interpretation, saying Steinbrenner's lowered profile 'just comes with maturity'" (N.Y. TIMES, 12/30).
PROBLEM SOLVER: In N.Y., Steve Cuozzo wrote clients "counted on Rubenstein to make the impossible happen." Cuozzo: "Soft-spoken, polite and impeccably dressed in a suit and tie, Rubenstein wore the mantle of power lightly." Yankees President Randy Levine and the Steinbrenner family said in a statement, "Howard was a trusted friend and confidant to George Steinbrenner and his family for more than four decades. His contributions to the Yankees took many forms over the years and his positive effect on our franchise cannot be understated" (N.Y. POST, 12/30). The WALL STREET JOURNAL's James Hagerty wrote Rubenstein much of the time "was behind the scenes, quietly arranging to resolve disputes or gloss over embarrassments, but he wasn't averse to the occasional stunt." Rubenstein said that letting "bad news 'dribble out' was a poor strategy." He "preferred giving the media a limited amount of facts and, if required, an apology to clear the air." His advice "could be simple." Rubenstein once said, "If your left foot has a corn and your right foot doesn't, you put your right foot forward. That's a pretty good definition of what a PR person does" (WALL STREET JOURNAL, 12/31).
