By Nick LaPlaca, Account Coordinator, R&J Public Relations
The summer of 2013 will likely be remembered for a lot of things. It may be remembered as the summer Edward Snowden set off a national furor by blowing the whistle on the National Security Agency’s data mining program PRISM. It may be remembered for summer that Major League Baseball decided to suspend 13 players — including perhaps its biggest and most controversial star, Alex Rodriguez for 211 regular season games — following the Biogenesis PED scandal. For others it will be remembered as the summer that George Zimmerman was acquitted of the murder of Trayvon Martin by a jury of his peers.
In the land of Tinseltown, however, the summer of 2013 will be remembered as the season when moviegoers refused to dish out their hard earned cash on the uninspired, mega-budget drivel that they have passed off as blockbuster films for too long. This season saw films like The Lone Ranger, RIPD, After Earth, White House Down, Turbo and the likes join the company of all-time box office disasters like Kevin Costner’s Water World.
The reason these films failed was not from a lack of star power, and certainly not because the studios behind them did not provide the filmmakers with adequate resources, or marketing budgets. In fact the reason that these films were so poorly received by audiences was because these highly stylized, CGI enhanced films lacked any real substance.
The lesson that these movie studios are learning the hard way is one that many public relations professionals have known for a long time: It does not matter how big your budget is (or how small for that matter), if you are continuously pushing out the same exact message and using the same exact formula, albeit in a fancy new package, people are going to become disinterested, disassociated and quite frankly, insulted.
No matter how much money you throw at a public relations campaign, if an agency is employing the same formulaic and uninspired plan for all of their clients, the message will fall upon deaf ears. There is something exciting about a campaign that is driven by substance and creativity and that is not destined to be underwhelming to the status quo. Think Quentin Tarantino over MichaelBay.
A good public relations agency will get your message out. A great public relations agency will find the substance in your story, your brand or your service and tailor a plan that effectively communicates this message across the appropriate channels, ensuring that you don’t come off as an overhyped flash-in-the-pan, or that you don’t simply get lost in the crowd.