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How Phoebe Burgess’ strategic handling of ‘messy’ split from Sam protected ‘wholesome’ image

Phoebe Burgess, 30, was announced as the face of wholesome family brand, Johnson’s Baby Pacific (of Johnson and Johnson), in 2017, cementing her status as a girl next door-type brand ambassador.

However, in September 2018, her seemingly perfect world was rocked by salacious headlines, after her South Sydney Rabbitohs star husband, Sam, 30, was cleared of any wrongdoing in a sexting scandal.

Two months later in December, the NRL WAG reportedly ‘split’ with her husband of three years, just three weeks after the birth of their second child, however, they later reconciled in February.

Media-savvy: Phoebe Burgess (right) has stayed mum regarding details of her brief split from NRL star husband Sam (left) in December last year. One media expert says her silence has ultimately protected the family's 'wholesome' image

Media-savvy: Phoebe Burgess (right) has stayed mum regarding details of her brief split from NRL star husband Sam (left) in December last year. One media expert says her silence has ultimately protected the family’s ‘wholesome’ image 

Last week, the former journalist told Stellar magazine that their marriage is far from perfect and that the details surrounding their ‘split’ and reconciliation ‘will always and forever just be between Sam and I’. 

Media expert, Nicole Reaney, of InsideOut Public Relations told Daily Mail Australia on Sunday that Phoebe’s strategic handling of the controversy surrounding her marriage has been beneficial for her brand.

Shock split: Phoebe and Sam split in December last year, just three weeks after the birth of their second child, Billy Mark

Shock split: Phoebe and Sam split in December last year, just three weeks after the birth of their second child, Billy Mark

‘Phoebe projects strength in her personal brand in the way she conducted herself post-split and the couple share a commitment to prioritise their family,’ Nicole said.

‘Given reports that the players were cleared of any actionable misconduct and breaches, as well as Sam’s forthright media interviews, the reconciliation is positive if anything for her image.

‘With a newborn baby, the public would understand her desire to protect her family unit. The public is not privy to the details of what took place in the scandal and within their relationship and this has protected her image along with the positive media generated on her recently.’

Cleared: in September 2018, South Sydney Rabbitohs star, Sam, 30, was cleared of any wrongdoing in a sexting scandal

Cleared: in September 2018, South Sydney Rabbitohs star, Sam, 30, was cleared of any wrongdoing in a sexting scandal

In January, Sam was pictured carrying overnight bags out of the $3.8 million Maroubra home he shares with Phoebe, weeks after their ‘split’.

At the time, it was widely reported that the couple’s marriage split was ‘messy’.

A close friend told The Daily Telegraph ‘things [had] been bad for a while’ before Sam and Phoebe decided to part ways. 

However, in February, he reportedly moved out of celebrity accountant, Anthony Bell’s, $11.5 million Dover Heights mansion and back into his Maroubra home after the reconciliation.

Motherhood: The couple share two children, two-year-old Poppy Alice and five-month-old Billy Mark. In 2017, Phoebe was announced as an ambassador for Johnsons's Baby Pacific

Motherhood: The couple share two children, two-year-old Poppy Alice and five-month-old Billy Mark. In 2017, Phoebe was announced as an ambassador for Johnsons’s Baby Pacific 

The couple share two children, two-year-old Poppy Alice and five-month-old Billy Mark. They tied the knot in a lavish ceremony back in 2015, after one year of dating. 

She confirmed last week that while they continue to have ups and downs in their marriage, they are committed to each other.

‘We are together, we are married,’ she told Stellar.

He's back: In the wake of their split, Sam was noticeably absent from Phoebe's Instagram page for four months before making a return in this loved-up photo while celebrating her birthday last month

He’s back: In the wake of their split, Sam was noticeably absent from Phoebe’s Instagram page for four months before making a return in this loved-up photo while celebrating her birthday last month

‘Sam and I will have good days and we’ll have trying days. Every single person on this planet who is married knows it isn’t perfect. It’s never going to be perfect.

‘I’ll protect my family, I’ll protect my husband.’

In the wake of their split, Sam was noticeably absent from Phoebe’s Instagram page for four months before making a return in a loved-up photo while celebrating her birthday last month.

Media expert Nicole believes that posting more loved-up photos is part of the key to maintaining Phoebe’s image.

‘The more we see of the family together on socials and in the media and on the basis that there are no future scandals, they will preserve the ‘perfect family’ image,’ she said.      

Strategy: Media expert Nicole believes that posting more loved-up photos is part of the key to maintaining Phoebe's image. 'The more we see of the family together on socials and in the media and on the basis that there are no future scandals, they will preserve the 'perfect family' image,' Nicole said

Strategy: Media expert Nicole believes that posting more loved-up photos is part of the key to maintaining Phoebe’s image. ‘The more we see of the family together on socials and in the media and on the basis that there are no future scandals, they will preserve the ‘perfect family’ image,’ Nicole said

Via CelebStarZone

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