January 4, 2014
SAG Award Nominees Named
The annual Screen Actors Guild (SAG) awards are upon us, and nominees were recently released. This “insider” awards show is a very public opportunity for entertainment PR companies to push their screen time, and column inches. It is also a terrific opportunity for individual actors, and brands to insert their names into the public conversation.
Ronn Torossian said there is PR value to be had, whether or not you are nominated.
When you are nominated, of course, it’s a fun process; a recognition of all your hard work. But, when you get snubbed, that can make for even better PR. Getting snubbed unites fans, and draws in curious consumers on the edges who have yet to buy in completely. There will be one day when winners are announced. But, for those that are not nominated, there are days, and weeks for fans, and followers to fume, and foment.
This dynamic should be a lesson to brands in any industry. It’s awesome to be nominated for an award, but you can get tremendous PR leverage, and mileage out of just running. In fact, it can be a bigger pop to mobilize your fans for a competition than it is to actually run the race.
Torossian explains that the time involved in running for a nomination, or working for a win helps to mobilize fans, and makes consumers feel more a part of a brand’s success. They share in the emotions, and the thrill of the chase.
Plus, the time involved allows for countless “touch” opportunities. Brands can invite their fans to take part in a campaign, and then continue to offer them opportunities to connect, and share content with their friends, and social circle.
Do not underestimate the power of the process, is Torossian’s main suggestion. Be prepared to take advantage of the opportunities. Embrace them when they come.