February 11, 2019
Welcome to the LEWIS Content Corner, our newest blog series devoted to analyzing, dissecting and rhapsodizing on the wild, wild world of content marketing. Over the next few posts, we’ll be looking at how content plays a crucial, intersectional role with other agency services. Up to bat first is public relations.
The Oscars are just a few weeks away and one of this year’s top nominees, “A Star Is Born,” had a whirlwind press junket that perfectly encapsulates how the effective marriage between PR and content can leave a memorable, lasting impression. Star Lady Gaga has been making the publicity rounds for months promoting the film, and if this press junket proved anything, it’s that her bad romance with the media is over. If you’ve even remotely paid attention to all of the buzz surrounding this film, then you’ve probably heard Gaga say some variation of this little nugget somewhere between five to 57 times:
“There can be 100 people in a room and 99 don’t believe in you, but all it takes is one and that was Bradley Cooper.”There’s a reason this has gone viral and sparked countless memes and parodies—it’s brilliant on so many levels, from both a content and PR standpoint. For starters, kudos to Gaga for sticking to her talking points at every. single. turn. Most PR professionals can’t buy that sort of commitment and dedication from the individuals they’re advising. From a public relations point of a view, it’s a quippy piece of commentary that’s gained so much traction because it’s immediately memorable and quotable. The reason being is that, from a content standpoint, it tells an entire story in an engaging, picturesque way in just a matter of seconds.
That single quote is a beautiful, dirty, rich mélange of the perfect spokesperson spouting an expertly crafted earworm of a talking point who takes care to make sure she drives this key message home each and every time. It’s the true power of creative, resonant content plus the targeted, disciplined application of the PR machine.
So, what lesson can we learn from Mother Monster here? It’s that effective content that tells a relatable story is the foundation of any and all successful PR pushes, whether you’re simply pitching a story angle or promoting a massive blockbuster movie. Content plays an aspect in every cog in the PR machine, from commentary, media relations/interviews, press releases, bylines, speaking and awards, thought leadership and everything in between. Don’t believe me? Let’s break each of those down piece by piece.
If you come away from this post with just one thing, it should be that a well-oiled, high-performing PR engine needs content that’s far from the shallow now.