It’s awards season, and there’s no argument that awards are great for business (for more of our thoughts on this see HERE).
You don’t even need to win the award to create a buzz around your brand.
Just look at this week’s number one topic of conversation – the fact that ‘La La Land’ didn’t win ‘Best Picture’ at this year’s Oscars.
On this occasion, in PR terms, the circumstance under which the film didn’t win was actually a coup for the production (do you know which movie did actually win?? It was ‘Moonlight’, BTW).
Winning or losing – what actually matters is how many people are talking about you.
The annual Academy Awards are a behemoth, so anything that happens there is naturally and immediately magnified by the global spotlight of attention.
We can’t keep track of the amount of memes (we think “Does this mean that Hillary won?” is our favourite) and hashtags that have been sparked by the debacle, which, of course, immediately “trended” on Twitter and Facebook and on Monday morning was the top headline on of all of the world’s main news outlets websites, not to mention the thing everyone was gossiping about around the water cooler.
The fact is that far fewer column inches would have been created, and far fewer people would have been discussing it, if ‘La La Land’ had actually won.
Unfortunately it’s not possible to authentically replicate this kind of one-in-a-lifetime publicity, however less starry businesses can still take advantage of those inevitable “oops moments”:
– Don’t automatically try to downplay unplanned attention to your company (however, obviously some matters for moral or ethical reasons will require handling sensitively and not used for promotional causes).
– Don’t take yourself too seriously. Get in on the joke – create your own hashtag, design your own meme, release the official CCTV footage of your forklift truck driver accidently demolishing your warehouse wall with a Benny Hill soundtrack (as long as no one was hurt, naturally!).
– Call the press and give them your side of the story. If it’s a quiet news day you might even end up on the front page or as headline news!!
– Learn lessons from what has happened – the outcome might not be so favourable next time and you may have find yourself having to respond with crisis comms, rather than PR.
Alas, in PR, as in life, for every winner there is a loser, and in this instance the loser is undoubtedly PricewaterhouseCoopers, who were responsible for the blunder.
The accounting firm issued an immediate and well-worded apology to minimise the negative impact of their brand, which is always a good move (for more of our thoughts on corporate apologies and crisis comms, take a look HERE).
So while it’s not entirely true that there’s no such thing as bad publicity, with a swift response, astute management and a sense of humour even the saddest tale can have a happy ever after.
Could your company’s PR do with a touch of Hollywood glitz & glamour? If so, get in touch with us today: https://www.lexiaagency.co.uk/contact-us/
- Posted by Rachel Forcella
- On 27th February 2017
- 0 Comments