1. Theres a significant difference between lying and the art of storytelling.
When Binky took Alex back after cheating on her not once or twice, but five times – we saw a communications crisis unfold in-front of our eyes. In this industry we are paid to advocate for a particular perspective, thus meaning our views are often biased. However, it is important to distinguish the differences between blatant outright lying and a careful selection of facts we wish to publish.
2. Tease fans to build up excitement for new products.
When Beyonce dropped her eponymously titled fifth studio album she broke the internet and various records. Not every client has the same fan base and celebrity factor as Queen Bey.
An alternative technique would be to publish snippets of information at a time to create build up and generate buzz. A tip I learnt from Jamie and Lucy’s on and off again romance is that the longer the audience is kept on their toes, guessing ‘will they or won’t they’ the more interested we are. The Series 6 finale saw Jamie finally sweep Lucy off her feet, or more literally, in a horse drawn carriage. This could be applied to PR in the reliance on press releases. Do not rely on them alone to deliver major news. Instead, offer ‘sneak peaks’ and ‘inside looks’ to garner more attention and maximise results.
3. Do well by doing good.
Francis Boulle taught me that in order to succeed in PR, you simply have to do the right thing. The industry is commonly associated with less ethical practises such as selective publishing of information. When Boulle’s bestie Proudlock took Sophia out on a date, our hearts melted. The girl usually goes for the bad boy as opposed to the ‘nice guy’.
“Organizations have a responsibility to help their community. Cause marketing campaigns and corporate social responsibility programs show audiences the values you have that extend beyond making profits. Doing well by doing good can boost your brand’s reputation significantly.” – William Comcomich
By sticking to the script, and following the rules – or just by simply being honest in the promotion of your client, you can build mutually beneficial relationships, that tend to stand the test of time. (Boulle and Sophia did not make it to Season 6, the ‘nice-guy’ approach doesn’t always work…)
5. Study and learn from your competitors.
Andy Jordan’s pursuance of Louise Thompson is the perfect example of how important it is to be aware of competition in the industry. After episodes of ‘watching (Louise) from a far’ and a couple of heated discussions with Spencer Matthews… Jordan was eventually able to win the girl of his dreams.
It is widely known that in order to succeed, one must keep their friends close and their enemies closer, but few companies really know their competitors strengths and weaknesses. Many companies simply don’t bother to find out what they are.
“Unless you note how rival companies, brands or products are positioned, you have no framework in which to differentiate your own. And unless you know what segments others are targeting or what messages they are communicating, you are basing your own marketing decisions on a hunch. That’s a big risk to take.”
If something is working for a competitor – for example, Spencer’s flashy dates and ‘wifebeater’ shirts, it it likely it could work for you and your organisation. Studying your competitor can spark new ideas and provide a benchmark for success.
You can watch all Made in Chelsea episodes here or follow @E4Chelsea for info and updates.