Expert: ‘Self-inflicted wounds’ will be harmful to Goodman

Stephen Curran

Wednesday, May 12, 2004 | 11:03 a.m.

The Las Vegas public relations expert credited with transforming Mayor Oscar Goodman from a controversial mob lawyer to the city's top elected official said Tuesday that "self-inflicted wounds" will do the most damage to the embattled leader in the ethics hearings that begin today.

Mark Fierro, who served as Goodman's campaign manager in 1999, described his former client's defensive behavior as "un-Goodmanlike," adding that Goodman should have adopted a different tactic to fight charges that he used his influence as mayor to drum up business for his son, the main complaint in a laundry list of questionable acts.

"He needs to slip out of this (behavior)," Fierro said, speaking on "Face to Face With Jon Ralston," on Las Vegas ONE, Cox Cable channels 1 and 19. "I don't think you can afford to be an attorney who goes out there and jabs at the prosecutor. ... As his (own) attorney he loses his leverage."

Goodman instead should draw on his popular "Uncle Oscar" persona, Fierro said, adding that the alleged ethical lapses have not yet hurt him with voters.

Goodman faces the Ethics Commission hearing on a variety of issues, including: allegations that he benefited his son's business, iPolitix; the issue surrounding a $100,000 contract between Goodman and Southern Wine and Spirits, in which Goodman became a spokesman for Bombay Sapphire gin, and the money was split between the city and a school co-founded by Goodman's wife; the mayor's use of a Cadillac loaned to the city; and a magazine promotion in which Goodman offered to temporarily rename a street for the contest winner.

Fierro said he has told Goodman to stick to that "Uncle Oscar" persona in meetings since the charges surfaced.

"People (voters) don't care to know the details," he said. "People feel he's done a good job and that the city's in good hands. But when they see him on TV they presume he did something wrong. ... He's making himself look like he did something wrong."

Fierro, president of Las Vegas public relations consulting firm Fierro Communications, appeared on the TV program with Robert Rose, the Las Vegas man who filed the ethics complaint against the mayor.

Fierro is credited with helping Goodman win the election by shaping television commercials that drew on the lawyer's commitment to his family.

He described Goodman's presence on the campaign as a "mature voice," but said he had a fierce temper.

"(His temper is) like there being a fire in your kitchen and instead of fighting it you decide you're just going to throw a can of gasoline on it," Fierro said.