It seems everywhere I look lately I’m seeing Kardashians.
Kim’s divorce has dominated magazine covers while her brother Rob has taken a twirl on the dance floor every week on Dancing With the Stars.
Everyone has their own opinion about the family. My Facebook wall was flooded with comments by friends who had negative things to say about Kim’s upcoming divorce. But when I see Kardashians in the headlines I’m not thinking about the salacious stories – I’m thinking about what I can learn from them.
Kim Kardashian is truly an internet celebrity. Her brand sprung out of a sex tape leaked on the internet and her frequent outings with celebrities. The advent of the reality show, Keeping Up With the Kardashians, elevated her celebrity to the extreme and gave her lucrative endorsement opportunities. And the rest of the family – Kris, Kourtney, Khloe, Rob, Kendall and Kylie – rode her coat tails into “celebreality” status. Even the stepfather Bruce Jenner who had already achieved his own true celebrity status as an Olympic athlete has enjoyed new recognition from the Millennium generation.
Say what you will about the family but they are the true definition of making something out of nothing. Something we PR professionals try to do every day.
Recently I read an article in the Minneapolis Star Tribune about “Legoman,” an 8-foot tall, 100-pound, fiberglass statue, that washed ashore in Siesta Key Beach in Sarasota, Florida. Originally thought to be a publicity stunt by Legoland authorities now believe it is the work of a Dutch artist pointing to similar stunts in other countries.
When asked about it a Legoland spokesperson denied responsibility but added: “I wish we could say we did it. It was a brilliant guerrilla PR stunt.”
I have to agree.
It is a PR person’s dream for one of their ideas to make headlines or become viral. But it can also backfire. I’m reminded of a stunt years ago when flashing neon signs were planted along roadways of a major city to tease an upcoming product launch. I’m sure the PR person behind this stunt couldn’t hide fast enough when the authorities were called by frightened motorists who thought the devices were bombs.
Promoting a business in the way of the Kardashians may not be easy or even appropriate for most brands. But as a PR professional I have to recognize that they seem to be doing something right.
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