Okay, it’s Week One and I’m noticing things. Things that pretty much flew under the radar before. What is that saying “Where focus goes, energy flows…”? Obviously my thoughts are pretty well tuned into all things from a ‘New PR’ perspective. Reading that article on Rachel Weisz and recognizing the reporter’s angle: to act as a mechanism for promoting various fashion labels the actress is aligned with. Oh yeah and whatever that movie she is currently in… can’t tell you though because the description of her Jimmy Choo’s were scorched on my brain in glorious detail. Honestly, I barely registered fashion or product promo’s before in seemingly off topic articles (well consciously anyway) Do now..
What I’m also taking note of is Viral Video’s and specifically, the almost instantaneous global audience they can attract. You saw the “Charlie Bit My Finger” one didn’t you? That family made enough cash in endorsements to buy a new house and I assume the organizations funding that house did okay out of it too.
I’m recognizing the advertising, branding, cross promotion and product placement tagged to these viral videos. I’m realizing the depth, breadth and elaborate content an organization can align itself with very little effort. This is all new to me - I don’t fully understand the practice of strategic communications but I am paying attention now more than ever.
So sitting here thinking about Bernays, brings me to the main point of my blog entry this week: a viral video that had an emotional impact on countless people and propelled a cultural tradition to the global stage (outside the realms of Rugby supporters of course). It was circa 2005. I can’t find the exact clip, but take a look at this one so you can see where I am going with this (oh, and pump up the volume):
It's called the "Haka" and a traditional pre-game war cry..it’s hard not to be moved by the raw intensity of what these players manage to conger (and I’m not from New Zealand nor do I follow the Rugby). My point of view is this: many obvious sporting companies have aligned themselves with the All Blacks in the past (currently Adidas). This year Bvlgari partnered with the All Blacks (for the 2011 Rugby World Cup) and aside from the various standard media campaigns, Bvlgari staged nightly, live, in-store demonstrations of the “Haka” by players at their flagship store on 5th Avenue for a full week ( three sessions per night). I did not attend. I heard about it via Facebook (as you do right?).
I find significance in this joint venture campaign, in particular the theatrical channel they chose to publically demonstrate this alliance. To me, it goes beyond promotional partnership of ‘shared values’. Bvlgari have leveraged a cultural legacy contained within the performance of the “Haka” itself and because of this, are tapping into by far the paramount of audiences – those whom are emotionally evoked.
I’m learning - long way to go - but this whole ‘creating authentic connections’ ideology really appeals to my way of thinking. I like it a lot.
If you're noticing things after Week One, then you're off to an excellent start. Keep your eyes and ears open, Nicole, because there's a lot more to come.
ReplyDeleteWhat I noticed about your post-- and Sonia's, in fact -- is that you touched on PR-related topics that we haven't even covered yet: the impacts of advertising and viral video. The underlying theme was AUDIENCE, yet you supported the theme with PR tactics that we'll cover in time.
This tells me that you're thinking about PR from the 360-degree view right now. You're recognizing all of the PR "stuff" that's out there (and there's a lot of it). That's important, because the best PR professionals are those who understand the big-picture strategy and then bring the programs to life -- based upon the needs and desires of that very specific audience -- with tactics that make sense (e.g., advertising, viral video, etc.).
Traditional and New PR involves a balance of process and creativity. A blend of right-brain/left-brain thinking, if you will. I've designed the course so that we incorporate the different pieces at just the right time.
These conversations will help us get there, so feel free to post if something piques your interest.
Excellent, I'm excited to delve into all this. thank you.
ReplyDeleteI loved watching the Haka video. The combination of arm movements, resolute voice, and imposing squad formation made a otent "pick-me-up."
ReplyDeleteI think the inspiring Haka video underscores the value of making a lasting impression with your audience. Connecting with viewers and listeners in a postive and compelling way not only wins people's minds, but also sparks numerous conversations about your presentation.
One good example of compelling impact is the intro to the 1950's TV Series: The Adventures Of Superman. The announcer proclaiming "Faster Than A Speeding Bullet!" amid trumpet fanfare riveted me and countless other viewers to the screen.
I wasn't around in the 1950's, but I do know from my relatives (and from Internet sources) that Kelloggs was the official sponsor of the series. I wonder how many youngsters who were sold on The Adventures of Superman found themselves sold on Kelloggs cereal?