Hot, however, is the destination for many brands. "Make me hot." "Make this hot." "We need to be hot." PR is often responsible for perpetuating the heat. Public relations is quickly reduced to media hits and impressions. Publicity. Wham-bam events. Flash bulbs and column inches. The hope is, with the right amount of chatter, correct media placements and favorable buzz, a brand or person will be hot. For a limited time.
And that's what gets my goat. If I had a goat. It actually just ticks me off. But it fuels my belief in the power of building relationships. Hot is a fling. Hot is a high. But heat cools and soon you're left remembering the days when your brand/spokesperson/product was on all the talk shows, caught at a club with Paris and registering huge MySpace profile views.
So, what's the solution? I believe it's a change in strategy and expectation. Move the strategy toward brand sustainability. Companies and individuals rethink brand goals in terms of sustainability and marketers (especially public relations practitioners) begin acting as agents of sustainability. Seek the marriage over the fling. Seek consistency over a cover story.
Now, I'm not saying there's anything wrong with a media blitz. There's nothing wrong with promotions or a whirlwind awareness campaign. As long as there's a broader strategy that brought a brand to that blitz and will continue to guide it after the late-night shows are booked.
Listening to - Gomez, How We Operate