Hype or Spin?

I want to talk about the power of hype. It is a funny thing because it can be a double-edged sword. Public relations is about spin, but there is more to it. A great publicist will create spin that leads to actual press and then results in long-term ROI. A poor publicist will send out chopped flyers, create copy with vested interest, and develop hype that doesn’t lead to more than 15 minutes of fame and no ROI. So, yes there is a difference between hype and spin.

Here are two examples of hype. I’m hopeful these examples will help you think of your long-term strategies before moving forward with a client initiative.

1.       Balloon boy. Remember this? It was all over CNN and Fox news. The media value coverage received went well beyond the million dollar mark. With all the “breaking news hype” and media value, balloon boy’s rep. sunk and their 15 minutes of fame soured.

2.       Dumber and Dumber To. This is a recent example of hype. Jim Carey hosted SNL. He appeared on Howard Stern. Millions of PR value was earned and millions of marketing dollars were spent. When people left theaters after the movie’s premier- the hype couldn’t turn them into fans, nor their social media reviews into positive ones.

This week carefully look at how you craft a PR campaign for a client. Are you teetering more on the side of hype or more on the side of spin?

Velma Trayham of ThinkZILLA