May 7, 2013
5 Ways Brands Stay Relevant
The NFL draft prognosticators are so often dead wrong in both getting the draft order right and guessing what the teams will do. But they remain relevant and respected. How can this be? Sharp public relations definitely plays a part. These prognosticators are a function of the overall NFL brand, sparking interest and providing conversation topics. The goal of entertainment PR is not necessarily to make the right predictions, but to generate buzz for the league. In that area they get an A+ … but how?
Ronn Torossian, the CEO of top NY PR Firm 5WPR, reveals the 5 way brands stay relevant:
1. Establishing a Reputation
All of these prognosticators have varying ties to the NFL, from former players and coaches to current color commentators. Others have been covering sports for so long that fans cannot imagine football season without them. These individuals have established their reputation based on their prior accolades and name recognition, not on how accurately they predict the draft. Fans trust these guys because they believe that these individuals have access to inside information. This sense of mystery amplifies their credibility.
2. Making Bold Predictions
Part of furthering that reputation is making bold predictions. If the prediction does not come true, both the league and the fan get entertainment value out of it. After all, every armchair QB has to have some “idiot” to poke fun at. If on the off chance that prediction comes to fruition, fans will be astounded by that prognosticator’s genius, giving his reputation a boost. Better yet, that one correct prediction will get endless airplay, further cementing the swami’s prowess.
3. The Power of Logic
Making the prediction is only step one. It is followed by a long, detailed rationale behind this choice. The commentator will combine their insider info with the obvious needs and wants of a particular team. They will play out possible scenarios which underline their choice. Not only does this provide quality content for fans, it keeps a failed prediction from causing any loss of credibility. If the logic is transparent, then obviously the guys actually making the pick knew something the rest of us didn’t know.
4. Giving Viewers Quality Content to Share, Discuss, and Debate
After the prediction is made and the logic outlined, it is the fan’s turn to take the information and run with it. Again, it isn’t so much about accuracy as it is accessibility. Ronn Torossian of 5WPR believes fans will take these predictions along with their personal comments, questions, and concerns to Twitter, Facebook, and sports talk radio, providing an endless cross-platform content barrage. This will spark debates and widen the circle of the draft spotlight. The more conversations they start, the more potential viewers will tune in next season.
5. There is Always Next Year
As soon as the draft is over, discussion shifts to how these choices will impact teams the following season, thereby creating a whole new set of predictions, followed by a whole new set of debates, and the cycle continues. The NFL is a respected brand and therefore produces respected prognosticators. This respect, in turn, feeds off and builds on each other in an endless cycle season to season.