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PR Marketing Tactics for Everyday People
Hi, I’m Clarq, the girlfriend of a famous local rockstar… or so they thought.
One night at our favorite bar, my best friend lost her phone. A fellow Chicosci fan stumbled upon it. Eager to return the phone to its owner, he checked the contacts and saw my name saved as “Miggy Chavez’s girlfriend”—a joke nickname from my friends because of my huge crush on Miggy, the band’s frontman. He called me immediately, saying, “Hi, is this Miggy Chavez’s girlfriend? I found your friend’s phone at Mayrics and would like to return it.” Too excited to retrieve my friend’s phone, I did not bother correcting how he addressed me.
When we met up, the bar was packed with Chicosci fans, all eager to meet “Miggy’s girlfriend.” What started as a harmless joke between friends quickly spiraled into a full-blown story, drawing a crowd and showing how quickly gossip can spread. This incident made me realize that instead of fearing gossip, we can use PR marketing tactics to turn it into an advantage. Everyday people can shape personal reputations and significantly impact a business’s brand.
Gossip has deep roots in our history and isn’t going away. To make it work for us, we need to start by exploring where gossip comes from and why it has always been so influential.
The Historical Role of Gossip
Survival and Cooperation
Early humans relied on gossip for survival. Sharing information about who could be trusted and who posed a threat helped early communities stay safe and cohesive. For instance, knowing who was a reliable hunter or who might steal food was crucial. This kind of information exchange strengthened group bonds and ensured that everyone knew the social rules without having to learn the hard way.
Building Relationships
Gossip also helps build relationships. Think about how sharing secrets or private information can create a sense of closeness and intimacy between friends. When people gossip, they often feel a sense of belonging and solidarity. Talking about others reinforces group identity, especially when discussing outsiders or common adversaries. This shared activity can unite group members and create a stronger community.
These historical roots show why gossip is so ingrained in us. But why do some people become hot topics today?
What Makes Someone a Topic of Conversation
Emotional Impact
People who evoke strong emotions are memorable and often become topics of conversation. Whether it's admiration, envy, or outrage, these emotions create lasting impressions. Think about the way people talk about figures like Oprah Winfrey. Her story of overcoming poverty and becoming a media mogul evokes strong emotions of admiration and inspiration.
Significant Influence
Individuals who have a significant impact on others' lives, whether directly or indirectly, become relevant topics. This influence can come through their decisions, actions, or even their presence. Let’s take Elon Musk as an example. His innovative ventures, like Tesla and SpaceX, significantly influence technological advancements and public discourse, ensuring he remains a relevant topic.
Uniqueness
Unique and distinctive traits or behaviors draw attention. When someone stands out from the norm, people are curious and driven to talk about what makes them different. Lady Gaga rose to fame for her distinctive fashion sense and music style, making her a subject of fascination and discussion.
Relevance
People are more likely to talk about others who are relevant to their interests, concerns, or experiences. Dr. Anthony Fauci became a central figure during the COVID-19 pandemic thanks to his expertise and role in public health guidance. Discussions around his statements and decisions were everywhere during the crisis.
Social Status and Visibility
High-profile individuals or those frequently in the media spotlight are naturally more visible and thus more likely to be talked about. The Kardashians' high visibility through reality TV and social media ensures they remain frequently discussed figures.
Controversy
Scandalous or controversial actions create a sense of drama and urgency. These topics are inherently engaging and provoke strong opinions and discussions. The controversies surrounding Kanye West, from his public outbursts to his political statements, create drama and provoke strong opinions, keeping him in the public eye.
Interpersonal Connections
Personal relationships and connections within social networks naturally lead to gossip, especially about those who are part of or affect the group. Like how your co-parents at the PTA talk about the new kid’s single mom who recently moved into the neighborhood and is already flirting with your friend’s nanny’s uncle.
How Celebrities, Politicians, and Influencers Use PR Marketing Tactics
Celebrities, politicians, and influencers often use gossip to their advantage. By understanding their PR marketing tactics, you can apply similar tactics to enhance your personal or business brand.
Creating Buzz and Anticipation
PR teams often plant rumors or orchestrate events to generate buzz. For example, rumors about celebrity relationships or new product launches can dominate headlines and keep fans engaged. Notice how Taylor Swift often uses cryptic social media posts to hint at upcoming releases. This creates excitement among her fans, keeping them eagerly waiting for the release.
Managing Crises and Diverting Attention
When a scandal threatens a public figure's image, introducing a more sensational piece of gossip can overshadow the bad news. This tactic helps manage public perception and steer conversations away from damaging topics. During election campaigns, politicians often announce new policy initiatives to divert public attention from scandals, managing their public image effectively. During the Lewinsky scandal, Bill Clinton announced new policy initiatives and focused on international peace efforts, effectively managing his public image.
Building Mystique and Enhancing Appeal
Carefully curated gossip can enhance a public figure’s mystique. Ambiguous or tantalizing hints about their personal life can keep the public intrigued and wanting more. The rumored relationship between BTS's V (Kim Taehyung) and BLACKPINK's Jennie has kept fans and media buzzing with speculation, despite no official confirmation. Occasional ambiguous social media posts and speculative sightings created an air of mystery around them, keeping them both in the spotlight for its intrigue.
Reinforcing Brand Image and Creating Positive Associations
Gossip that aligns with a celebrity’s desired public image can reinforce that image. For example, stories about a politician’s charitable acts can boost their reputation for being compassionate. After Britney Spears faced negative attention from her meltdown, she used the documentary 'Britney: For the Record' to highlight her journey of recovery, establishing her image as a resilient figure who can overcome personal struggles. Meanwhile, following a controversial comment, Ellen DeGeneres hosted a large charity event, shifting the narrative to her positive contributions and reinforcing her desired public image.
Generating Engagement and Traffic
Feuds, often orchestrated or exaggerated, can drive traffic and engagement on social media platforms, benefiting both parties involved. Public spats between celebrities can captivate audiences and keep them coming back for updates, maintaining their relevance in the public eye. The public feud between YouTube stars Tati Westbrook and James Charles drove massive engagement on social media and their respective channels.
Generating Engagement and Traffic
Feuds, often orchestrated or exaggerated, can drive traffic and engagement on social media platforms, benefiting both parties involved. Public spats between celebrities can captivate audiences and keep them coming back for updates, maintaining their relevance in the public eye. The public feud between YouTube stars Tati Westbrook and James Charles drove massive engagement on social media and their respective channels.
Making Gossip Work in Your Favor through PR Marketing Tactics
The strategies celebrities use can also work for you. Here’s how you can use PR marketing tactics to turn gossip to your advantage:
Control the Narrative
Share your side of the story early on to shape the narrative before it spirals out of control. For example, if there's a rumor about you at work, addressing it openly and honestly can help manage the situation.
Positive Spin
If there's truth in the gossip, find a way to present it positively. Let’s say you overheard people talking about your ambitious nature, you can emphasize your dedication and hard work during interactions with your colleagues.
Use Gossip to Build Your Image
Use the attention to highlight your positive traits and strengths. If people are watching you, make sure they see the best parts of you. Share stories and achievements that reflect your values and capabilities, but avoid the pressure of trying to be perfect. You’re still human after all, so don’t be afraid to show your quirks.
Leverage Social Connections
Identify influential people in your social circles and engage with them positively. Just like in PR, the larger their influence, the louder their voice. Building positive relationships with these individuals can help your side of the story get heard more widely.
Diffuse Negative Gossip
If you hear negative gossip about you, address it directly but calmly. Using humor can show you can handle the situation gracefully and might even win over some supporters. For example, if someone talks about a rumor, a light-hearted response can diffuse tension.
Redirect Attention
Shift conversations to more positive topics or shared interests. If you sense a negative topic coming up, steer the discussion towards something more uplifting or relevant to the group. This can help change the mood and focus.
Share Successes
When you achieve something significant, share it with your network. Acknowledge the people who helped you and celebrate together. This not only highlights your achievements but also gives you charisma points.
Engage in Community Activities
Being actively involved in community or social activities creates opportunities for positive gossip about your involvement and contributions. Participating in local events or volunteer work can enhance your reputation and create a positive buzz around your name.
Encourage Positive Gossip
By providing exceptional service through your personal work or business, you encourage good interactions with your customers and network. This makes them more likely to spread positive news about you, creating organic, favorable word-of-mouth.
Conclusion
By understanding and leveraging these PR marketing tactics, you can turn everyday gossip to your advantage, enhancing your personal and professional reputation. Just like going from a regular girl to 'Miggy Chavez's girlfriend,' recognize that gossip is a natural part of social interaction. People will talk, so why not embrace it and make it work in your favor?
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