Lori Loughlin Reportedly in Talks With Crisis Management Firms to Fix Public Image

The latest turn in the Lori Loughlin scandal indicates that she is in full crisis aversion mode.

CNN has learned that the actress and her husband Mossimo Giannulli have been contacting PR firms with the hopes of repairing her tarnished image. A high level crisis management executive told CNN that “She reads everything that’s written about her, and she’s already thinking about how she can turn her image around.” 

Another PR executive told CNN that “Resolving the legal situation should be [Loughlin and Giannulli’s] primary focus. Once that is resolved, [they] can then turn to how to reclaim their image and brand.” Despite the severe damage to her reputation, the executive believes that it is possible for her image to be restored. “Being imperfect and explaining things from a parenting perspective can make her relatable when the time is right,” the exec said.

Though Loughlin’s publicist, Elizabeth Much, insists there is “no crisis PR team being brought in,” this move seems entirely plausible, as a source close to the case told People that Loughlin is “shocked and saddened that this is what her legacy is going to be.” After being indicted on money laundering charges, the couple were offered a plea deal that would’ve carried a relatively lighter punishment. However, she was convinced that the D.A. was “bluffing,” and quickly shot the deal down.

Loughlin is charged with money laundering and conspiracy to commit fraud, and each charge carries a maximum of 20 years. Prosecutors believe the Full House actress and her husband’s $500,000 donation to a fake charity was a cover-up to ensure their daughters’ placement in USC. In the wake of the charges, Olivia Jade, Loughlin’s 19-year-old influencer daughter, has lost several deals and partnerships, included a collaboration with Sephora.