Summon Your Inner Superman or Wonder Woman
To Get Colossal Results From Your New Entertainment PR Firm:
A Four-Part Super Plan
The story so far: In Episode 1, we discussed the importance of having Captain America’s Courage, Iron Man’s Leadership qualities, Green Lantern’s imagination, and Mr. Spock’s mind-melding ability. Here are four more Super Powers you should embrace to get the most out of your Entertainment PR firm…
“It doesn’t matter who we are, what matters is our plan.”
Tom Hardy as Bane in the Dark Knight Rises
Rip Hunter’s Time Travel: Ever heard of Rip Hunter from DC’s Legends of Tomorrow? Me neither, but according to Comic Vine, he is the leading authority in time travel. While Rip uses a time machine to travel to the future, all you need is a little forward thinking. Ask yourself what kinds of results you are expecting to have when the campaign is over. Make a list and be very specific. This list of expectations serves as the foundation for the goals, strategies, and tactics you will set with your entertainment PR firm.
- For example, are you looking for a certain type and amount of press coverage in order to increase market share? Maybe you want to be on the Today Show. Or perhaps you want newspapers across the country to run a feature story on your product. Write it down!
- Do you hope to sell your TV show to a network through an aggressive trade relations plan that includes speaking opportunities for your executive producer at all the major broadcast conferences in Hollywood? Add it to the list!
- Do you expect to build brand loyalty through a dynamic social media influencer program? Put this in your notes!
Address your list with your team. (This discussion could be part of a brainstorm session) Work with them to develop a set of realistic expectations—and let them know you want them to be honest. You might get feedback like this:
“Your desire to be on the Today Show may be a possibility but not before doing local TV where you can build a video portfolio of your work. Speaking opportunities at major conferences are a great idea but take time to confirm. Maybe you start with an appearance at an association’s monthly breakfast meeting before tackling the big events. A social media program is also an excellent idea, but will require a review of all your online activities first. Perhaps you need to improve/enhance your website before diving into the social media plan.”
Once you’ve agreed on expectations, have your agency create a plan with goals, strategies, and tactics that meet your expectations. Referring back to our original examples again, below are some suggested goals:
- Increase share of marketplace by 20 per cent. (The media coverage mentioned in the first bullet becomes one of the strategies for achieving this goal.)
- Secure network TV sale for new show. (The speaking opportunities would be a tactic.)
- Create greater brand loyalty among teens. (Social media influencer program could be one of the strategies used here.)
“Holy Smokes, Batman!”
Burt Ward as Robin in Batman
Multiple Man’s Replication: You might not be able to perfectly clone yourself like the X-Men’s Multiple Man, but you can appoint a trusted #2 to help with agency management. You’ll definitely need one: One of the things clients too often don’t realize is that managing an entertainment PR firm adds to their own workload. If agency reps are good at their jobs, they will be calling frequently with media requests and other pressing demands. If you’re too busy to talk with your account person on a daily basis, assign someone on your staff who has the time. Then make yourself available for the significant stuff.
“Control? You know sometimes when you
cage the beast, the beast gets angry.”
Hugh Jackman as Wolverine in X-Men: The Last Stand
Mr. Invisible’s Invisibility: Fight the urge to micro-manage! If ever there was an appropriate time to become the Invisible Man, it’s when your entertainment PR firm is in full-blown attack mode. Once goals and strategies are in place, your entertainment pr firm should be able to execute without your looking over their shoulder. Trust them enough to know when to come to you with opportunities or issues. Don’t be the client who interrogates the publicist about their daily media contact or who wordsmiths to death a social media post.
“Patience is sometimes a more
effective weapon than the sword.”
Michael Dorn as Lieutenant Worf in Star Trek: The Next Generation
Catwoman’s Patience: Did you know that Catwoman’s real name is Patience Phillips? Patience, of course, is not just a name—it’s a virtue. And Super Clients understand that publicity campaigns require patience: It can take three to six weeks if not longer to see real results. It takes time to develop a plan, write and produce press materials, pitch the media, confirm and organize interviews, etc. Plus media timetables are all over the place. You might get lucky and see immediate coverage in an online outlet, then have to wait months for a print magazine piece to be published. Ditto for broadcast stories. Some might happen overnight while others drag on for weeks. Social media is more expeditious, of course. You post something to Twitter and get instantaneous responses. But let’s say your overall goal is to increase your Twitter presence. Followers can come and go. It takes time to build a loyal fan base.
Keep an eye on this space for the next episode of 16 Super Powers of an Entertainment PR Super Client.