July 14, 2008

The Brangelina Public Relations Agency

Posted in In the news, Media, Spin tagged at 11:47 am by R

Welcome little Vivienne Marcheline and Knox Leon Jolie-Pitt (that’s a mouthful!). Your new little lives are a PR/media case study.

Over the past several weeks (really since the Cannes Film Fest), media have speculated about the arrival of the twins and if they had in fact made their debut. ET (Entertainment Tonight) even made a notable gaffe a few weeks back, which they have yet to retract. Although, I suspect that with the formal arrival of the little ones they won’t ever note their mistake.

What I thought was particularly interesting about the announcement of Vivienne and Knox, was the local flavor the Jolie-Pitt clan stuck with. They deliberately chose Nice-Matin and the mayor of Nice to formally announce the birth. Whether it was a nod to the locals for their support and shelter toward the end of Angelina’s pregnancy or a snub to the always-on-alert tabloids, I thought it was a hand well-played.

Major news sources keep repeating the news that the local Nice paper got to break the news. People, the AP, Entertainment Tonight, CNN, MSNBC, you name it. They were all second fiddle to the local paper. That has to be good for Nice-Matin. Think that day’s issue sold out? Think their server crashed? Yes or yes.

Which brings me to the heart of the matter…are there times when it is more important to select what publication you break news in, versus shotgun, wide-spread coverage? Oh yeah.

I can think of plenty of cases where I’ve argued for a more strategic placement over lots of less targeted hits. In the long run, it’s much better in my mind to tailor the message, select the right messenger and take aim over tossing the info to the wind and taking anything that will hit. Maybe even more important, if there’s a media relationship which is particularly important to a client for long term coverage, tossing them the bone might be the best strategic move for the long-haul. Now, it’s always a case-by-case basis, but it’s a strategy that has served some very well…I mean look at Spencer and Heidi and their relationship with Us Weekly…that’s (and I cannot believe I’m saying this) a well-nurtured and fruitful relationship.

Congratulations to Brad and Angelina and their newest little ones. Also congrats on a smart media move. Your PR strategy was well executed.

Vivienne and Knox, as they say in your native land: Bienvenue!

~Robyn

P.S. Perez Hilton hits on this too. He might be a gossip blogger, but he hits on poignant stuff from time to time. http://perezhilton.com/2008-07-14-french-media

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