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Entertainment PR
By Smita Deshmukh
Entertainment PR
What is it ?
Defining Entertainment PR
In Theory…
This is just one more branch of public relations that
professionals can take up as part of their career
In reality…
It is much much more than that
An entertainment PR professional is the eyes, ears, voice
and often the thought behind what media and public knows,
writes and talks about the business/celebrity
It is Power. It is Glamour. It is Drama.
It is Back Breaking Hard work.
It is a world of its own and nothing like anything else.
A script, a story that you get to write…….
The Industry: Forever expanding
MOVIES
Mainline
Offbeat
Documentary
Regional
International
Hollywood
CHANNELS
GEC
News
Music
Sports
Movies
Kids
Shopping
Factual
Infotainment
CELEBRITIES
Individuals
Writers
Musicians
Performers
Dancers
Actors
Authors
Chefs
Talent
OTHERS
Theatre
Radio
Awards
Musicals
Festivals
Events
Clubs
Broadway
Bands
Fashion weeks /
shows
Charity galas
Both active
& vibrant New Age
Traditional
NEW AGE
Web Content
YouTube Channels
Web series
Stand Up Comedians
#Hotstar #Netflix
#Ditto #SonyLiv
Add a layer of #LANGUAGE to this and the whole space simply explodes with opportunities and
possibilities
The Movie Makers & Sellers
Corporate
Disney UTV
Studio 18
Eros
Trinity
Desi
Yash Raj Studios
Dharma Productions
Mukta Arts
Excel Entertainment
Corporate /
family run Production houses
Studios
International
Paramount
CBS
Sony
BBC
Apart from Bollywood & Hollywood, Indian market has huge amount of #LANGUAGE and REGIONAL cinema
like Tollywood, Bhojpuri, Gujarati, Marathi, Gemini studios, Ramoji Rao studio, etc
Media in India
• Number of registered publications (English and Regionals) was 1,05,443 as of March 2015
• 101 languages and dialects • More than 813 TV channels in
English and in several Regional languages like Doordarshan, ETV, Sun TV, Asianet. 400 news channels and 413 non news channels
• Radio – AIR and private FM channels are catching on in the metros
• Web – Growing exponentially
Media conglomerates:
• The Times Group
• Dainik Bhaskar Group
• Jagran Publications
• Zee Network
• Network18
• India Today
• Malyala Manorma Group
• Sun Network
• ABP
• Star India
Media Wheel: What makes news?
MEDIA
INTERPRETS
INFORMS
MOULDS OPINION
ENABLES DECISION MAKING
ENTERTAINS
AGENTS OF CHANGE
EMPOWERS
Entertainment PR
PR agencies with
active
Entertainment PR
arms
PR structure in an
organisation
CEO / MD
Marketing Head
Brand Teams Promotion Teams
Communications Head
Publicity team
The PR Structure:
Typically it is a
part of brand
promotion &
building
The Attitude
The skills and
mindset that is
needed to be in
Entertainment
PR
Attitude
You can never turn it off
This is an always on business and so you have to be willing to give
that kind of commitment and time to this space. Also, you are never
off duty and not a guest at your event
Entertainment & its people excite you
The latest movie to the latest show, a twist in a plot, a celebrities
daily life…the world of entertainment should excite you. You can
pick up a niche maybe music but then the subject and everything
about the business and the people have to be intriguing and exciting
to be able to sustain and grow in this space. There has to be pride in
your work
Redefining BE COOL!
Rubbing shoulders with celebrities and industry types isn’t always
fun. Demands of celebrity clients are often out of ordinary. Being a
clever and calm trouble-shooter is essential.
ROI Experts
You need to understand budget implications. The ideas maybe
fabulous but it will still be about optimum ROI. You have to be able
to think out of box, creative and sometimes with no spends available
Storytellers
Just being good at writing is not enough. It is mandatory but you
also need to have the capability to find exciting 7 compelling stories
in the daily mundane
What drives business?
1. What is media and how does it impact PR efforts:
1. Know your media
2. Understanding the impact and the need for media engagement
2. Mapping the media for entertainment space:
1. What works and what does not
The Media Mix
The Times of India The Hindu
Deccan Chronicle Hindustan Times
Indian Express Asian Age
Free Press Journal DNA
Mirror Deccan Herald
Economic Times Business Standard Financial Express
Business Line Financial Chronicle
Mint
Dainik Jagran Hindustan
Rajasthan Patrika Amar Ujala
Jansatta Punjab Kesari
Purvanchal Prahari Prabhat Khabar
Navbharat Times
PTI UNI IANS ANI
Reuters Bloomberg
Cogencis AP
AFP
Impact Campaign India
E4m
Indiantelevision.com Televisionpost
Tellchakkar Indiaforums
Bollywoodnews Times
Buzzfeed Scoopwhoop
Bloomberg TV CNN IBN
India Today NDTV 24x7 NDTV Profit
News9 NewsX
Times Now
Business India Business World Business Today
Outlook Business India Today
Mainline Financial Regional Channel Wires Trade Online Magazine
Top 10 dailies in India
In ’000s
Wire agencies • Wide array of information and stories from across the globe, which they
provide to publications
• Highly credible sources of information
• Has the potential to relay Indian news to a worldwide audience instantaneously
Remember Customers/Prospects (readers) buy stories that are interesting and
contain:
• Controversy
• Conflict
• Drama
• Characters
• News and Spice
• Facts
•So we focus on change and news
Creating PR plan
• Objective: Understanding the process & creating a professional media plan to achieve business and communication goals (promoting a company, a show, a star, a brand…)
1. Defining the goals 2. Creating a structure 3. The key elements that need to be a part of the plan 4. Creating content to drive media engagement
The 5 elements
The client list
• The potential clients – TV show – series, reality show, Late night shows
• A movie – art film, big budget film
• Web series
• A play – regional, English
• Live show
TV is tough
• Create constant buzz about your TV shows – teasers, gossip
• Keep close eye on ratings, listings in newspapers
• Women’s magazines, digital and regional media will be key
• Get media on sets for coverage, plan it well
Movies – long drawn buzz
• Movie promotions begin 1.5 month in advance
• Teasers, launch press meets – expose the star cast
• A massive social media outreach is created
• Using stars for promotion is the new buzz – eg – Sui dhaga
• Inter-city, intra-city media meets
• Contests, meeting fans
Ticketed events
• The PR plans are directly linked to ticket sales
• Massive digital promotion
• Outdoor will be key
• PR teams have to work closely with the event management company
• Pre-event buzz focussed on select media (for target audience)
Crisis will come
• Hrithik Vs Kangana
• #Nepotism
• Padmavat
• #Intolerance
• Salman Khan
To handle each crisis, the PR professionals need good understanding of business, law and public opinion that legal opinion