In June, I attended the 2011 MTV Movie Awards at Gibson Amphitheater in Los Angeles, CA. I didn’t know of the Gifting Suite Secret Room at SLS Hotel in Beverly Hills (which I would have given my left arm to scoop a swag bag from…) or of Melanie Segal’s Red Cross Prepare LA Trend Lounge pre-Awards Celebration until post event Press covered them. I did, however, feel like a celeb while sitting 8th row from the stage surrounded by Team Jacob, Team Edward, Justin Timberlake, Reese Whitherspoon, Emma Watson and many others.
Award Shows, like Talk and TV shows, are a surreal experience. It’s pure Hollywood, where perception is reality. (TV viewers never see the Applause Signs or the Celeb PR Teams fighting off ruthless photo opps during intermission.) This made me wonder – Who are these rule-breaking (thank you MTV), jaw-dropping (again, thank you MTV), pushing the line, sometimes bad at presenting (ahem, Kristen Stewart, but only when presenting live for some reason?) performers? Well, now that I’ve seen them up close and personal, they are just the you’s and the me’s of the world. Aka, without their PR Teams and without their press they aren’t a whole lot more than (most of the time) brilliant actors and actresses.
There really is something to be said for the:
Reputation Management: without it Team Jacob and Team Edward might now be Team J-awkward thanks to their, what seemed to be non-scripted, on screen kiss/make-out sesh… with each other.
Representation: When Reese Witherspoon exited the red carpet and walked into a door three feet away from me and I couldn’t get to my iPhone fast enough (isn’t there an app for that?) I watched as half of her PR Team escorted her into the theatre while the other half remained in the lobby attempting to suffice for the not-happening-photos-with-Reese-Opp. Talk about not having personal space! Without a PR Team celebrities wouldn’t have any space… they’d be mobbed by annoying versions of me that did get to their smart phones fast enough. MaybeLindsay Lohan’s mile-long list of problems could be “worked-on” with a better PR Team to step in and do some crisis management. Or, maybe that’s wishful thinking.
Events: The Red Carpet is a press heaven. Literally. Forget paying the Paparazzi or Ellen (random vacationer, age 17 from Minnesota) thousands or hundreds of thousands for a Celeb photo she took while vacationing in Bora Bora. The Red Carpet is a show up, camera ready and get your goods kinda deal. Events with this one-stop PR shopping create much needed Buzz through exposure, branding, photo and interview opportunities with the Stars. Celebrity and Entertainment PR pros agree that Stars need these strategically planned events to keep their Fans happy. After all, what is a Star without fans?!
Social Media: Prior to the awards there were over 9,000 (yes, thousand) followers on the 2011 MTV Movie Awards Facebook Page. MTV wanted you to text “MTV” to 66333 to get the Movie Awards on your phone, play “Reel Knowledge” an online pre-show MTV Trivia game testing your knowledge on two decades worth of memorable MTV Awards and download the MTV News app for your smart phone. Every time we took an intermission during the show, MTV reminisced previous Awards show performers on the big screen with the message “Tweet From Your Seats #atmovieawards”. Thanks to cheap, highly effective and potentially viral social media (SM) strategies, audiences become publishers. It’s a new world out there and with the technology we have available there is NO excuse for your audience to a) not know who you are, b) miss coverage of your news and events and c) not find you so interesting and exciting and relatable that they share you with all of their friends and in turn market for you.
Word of Mouth: It is believed that product or business information communicated by word of mouth has an added layer of credibility. Whe friends talk about a great new restaurant or a to-die-for hair product, I’m all over it! Research points to individuals being more inclined to believe Word of Mouth Marketing than more formal forms of promotion methods.
The moral of this Star-studded red carpet recap is that you create your own Red Carpet. So, what’s it gonna be? When you’re ready there are many local agencies to help grow your business and it’s following through reputation management, representation, events, social media, word of mouth and all things PR. You might not be a celebrity, but we will work on making you feel like one.
p.s.. Nothing beats Show and Tell so check out my 2011 MTV Movie Award Photos HERE