Why Celebrities Don’t want You To Know This! (How PR Works?)

Summary

This video delves into the power of public relations (PR) in shaping careers and public perception. It highlights the three main PR business models—distribution, talent management, and production—and explains how these agencies use psychological principles like cognitive dissonance, the bandwagon effect, and familiarity to influence audiences. With examples of high-profile individuals and brands, it reveals how social media, meme pages, and influencers are part of strategic PR campaigns. The video also explores how viral content is often orchestrated behind the scenes, and provides insights into the essential skills for succeeding in PR today.

Takeaways

• 😀 Talent alone doesn't guarantee success; PR plays a significant role in shaping a person's public image and career.
• 😀 Public relations (PR) agencies manage talent, build reputations, and connect clients with brands and sponsors.
• 😀 PR can both build careers and damage them, influencing public perception through carefully crafted narratives.
• 😀 PR is a tool for shaping perception, often involving psychological principles like cognitive dissonance, the bandwagon effect, and the familiarity effect.
• 😀 Talent management agencies work on three business models: distribution, talent management, and production, each with different methods of handling PR and brand visibility.
• 😀 PR relies heavily on memes, social media, and influencers to spread messages and influence perceptions.
• 😀 Cognitive dissonance is a psychological tactic used in PR to create a conflict in people's minds between negative and positive narratives, ultimately building loyalty.
• 😀 The bandwagon effect is used in PR to create a sense of collective action, where people follow the crowd to avoid missing out (FOMO).
• 😀 PR agencies use both targeted and indirect approaches (T2B network) to shape public perceptions, with targeted approaches involving direct content creation and media relations.
• 😀 The influencer approach in PR involves top creators subtly promoting messages, which then trickles down to smaller creators and the audience, creating viral content organically.

Q & A

What is the primary difference between a talented person and a successful person in the context of the video?

The video highlights that talent alone isn't enough for success; PR (Public Relations) plays a significant role in shaping someone's public image and driving success, even for talented individuals. PR can define careers and impact people's perceptions.

Why does the speaker suggest that PR is essential for careers today?

PR is essential because it helps in managing public perception, building a personal brand, and attracting sponsorships. PR can either make or break a person's career by influencing how they are viewed by the public and the media.

How do talent management agencies and PR work together in the modern era?

Talent management agencies not only manage the career of the talent but also handle their PR. They help shape a public image through social media posts, memes, and brand partnerships, aiming to align public perception with the desired identity of the client.

What are the three business models of public relations mentioned in the video?

The three business models of PR mentioned are the distribution model, the talent management model, and the production model. Each model involves different strategies for managing public perception and delivering messages to target audiences.

What role does cognitive dissonance play in PR?

Cognitive dissonance occurs when people are presented with conflicting information. In PR, agencies use this to balance negative news with positive stories, making audiences lean towards the positive perception of a brand or individual despite conflicting beliefs.

What is the bandwagon effect, and how is it utilized in PR?

The bandwagon effect occurs when people follow others' behavior or beliefs, driven by the desire to be part of the crowd. PR agencies use this to create trends or movements, such as the popularity of certain products, shows, or celebrities, encouraging others to follow suit.

How does the familiarity effect work in branding and PR?

The familiarity effect is when repeated exposure to a brand, symbol, or message makes it more recognizable and trusted. PR agencies leverage this by consistently using specific visuals, jingles, or messages to build brand recognition and loyalty.

What are the two main approaches PR agencies use to target audiences?

PR agencies use a targeted approach, which directly focuses on specific messages or individuals, and a T2B (Top to Bottom) network approach, where the message is spread through influencers or common individuals to influence the wider audience.

What are some common fees and payment structures in PR agencies?

PR agencies typically charge a retainer fee for ongoing services, project-based fees for specific campaigns, and media placement fees for getting content published in prominent outlets. Prices can vary depending on the campaign and the scale of the media coverage.

What are the key skills required to open a PR business today?

The key skills needed to run a PR business today are graphic designing, copywriting, and video editing. These skills help create content that can influence public perception and shape media narratives effectively.