February 13, 2014 1 Comment
I was speaking to an actress the other day who had been on a soap opera for a few years. I asked her what her PR Company had landed for her, her response was that they had not landed any editorial coverage, but they had managed to get her to quite a few red carpet events.
I was then contacted by a prospective client who was working with an independent publicist who was scheduling him to make the red carpet walk at a minimum of two times a week. The prospect had a toddler at home, was exhausted and wanted to know if that was the route he needed to take to succeed in the entertainment industry. Again I asked what media he’d been featured in and again the reply was no traditional media, but a barrel full of red carpet appearances.
That got me thinking. During the last few years, I’ve watched as red carpet events sprouted like weeds. They are now ubiquities. A restaurant changes its menu and they launch a red carpet event. A club offers a new drink, so they roll out a red carpet event. The weekend arrives, so, hey, why not, let’s have a red carpet event.
I’d wager that 99% of the general public would have trouble naming 99% of the people prancing down the carpets at the majority of these events, but apparently that’s no longer the point. It appears that the point is now to be at as many of these as you possibly can, have your picture taken by photographers that are in place at every one of these things drink; mingle with a group of people you’ve never heard of and will most likely never see again; head home and get ready for the next one.
These events are great if you enjoy dressing up socializing, and having your picture taken, simply to have your picture taken. But if you have a more specific PR or career objective, it might be worth rethinking this approach. Will appearing at the majority of these events help your image, your career, or your brand? I seriously doubt it.
I’m not stating that all red carpet events are useless, some can be very important. The trick is not to focus on the fact that there is a red carpet, but on the importance of the event itself. Sure, it helps if you’re a rising star to be seen at an event and have your photo taken with tried and true stars. If you’re an established celebrity, these events can help keep your photo in the magazines. Then there is that whole dance that designers, jewelers and celebrities do on the various red carpets. But the true value of these events are seldom the photo ops, but the conversations to be had, meetings to be scheduled and deals to be discussed.
If you want to build your career and your brand through effective public relations and publicity, focus on landing media coverage and news stories. Don’t get seduced by the red carpet and the photographers. There are carpets all over town. As a matter of fact, I found a red carpet in my cellar. I think this calls for an event!
Copyright © Anthony Mora Communications 2014