You didn’t hear this from me but the best way to obtain media value is to develop it yourself. While a strong PR campaign is built on honest and years of layering your value like one would lay bricks in the media’s eyes, there is the power of controversy. For example; any commercial or video that is banned from a major network will go viral online. It is a gift of PR from the networks to the product or person being featured in the video. Getting yourself banned, condemned, caught with your undies (or no undies) showing will create a sense of immediate mystique about you and your brand.
This is a catch-22 situation, however, because it isn’t true that all press is good press. You can ruin your brand if you’re constantly showing up to step and repeats for the sole purpose of having your photo taken. You have to do something that shows value, otherwise the controversial move you will create will-indeed-only last 15 minutes.
If you’re going to take the plunge and do something controversial to up your media value, make sure you have a product or purpose to back it up. Otherwise, that quick value you create will not result in any actual sales.
Until next time,
Coco the CEO
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