3 Ways Game of Thrones Reveals Hidden PR Tactics
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Game of Thrones draws many parallels with PR and the earned media landscape. Through Game of Comms we reveal PR tactics that will help boost a brand's influence.
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3 Ways Game of Thrones Reveals Hidden PR Tactics
- 2. Game of Thrones can teach us about the communications landscape and how earned media tactics can help boost a brand’s influence.
- 3. The show draws so many parallels with PR and earned media… Complex, fast moving, exciting, confusing, powerful.
- 4. Sometimes the similarities are quite clear.
- 5. 14 deaths per episode 70 – 80 REDUNDANCIES ANNOUNCED ACROSS THE MEDIA.
- 6. Politician denies receiving $3000 bottle of Grange Red Wine + Corruption
- 7. NO SALARY. NO BENEFITS. NO SLEEP. THE WORLD’S TOUGHEST JOB… BEING A MUM Plot-changing Mysteries
- 8. To really leverage this Game of Thrones analogy, pretend that each family is a brand that has chosen to fight for the throne using one primary media approach.
- 10. Paid Media Paid | LANNISTERS Strong with lots of money, but although everyone knows her, it doesn’t mean they like her. Owned Media Shared Media Earned Media
- 11. Owned | STARKS Loyal, predictable in a good way and loved…. But ultimately, at a disadvantage when not in partnership with paid (Lannisters) Shared Media Earned Media Paid LANNISTERS
- 12. Paid Media Owned STARKS Paid LANNISTERS Earned Media Shared | TYRELLS New to town, the Tyrells represent an evolved approach which is now supporting – but also gaining power from – the Lannisters (Paid)
- 13. Paid Media Owned STARKS Paid LANNISTERS Shared TYRELLSS Earned | KHALEESI She started out with no money (like the Lannisters) or land (like the Starkes) but gosh she had an interesting story, and we couldn’t help but listen.
- 14. And this is what our episode will focus on today. Khaleesi Daenerys has gone from strength to strength to strength, and whether she knows it or not, she’s used the perfect mix of earned media tactics to do this.
- 15. WHAT WOULD THE KHALEESI DO?
- 16. Khaleesi Daenerys’ story contains the perfect formula for media. 1. She has something unique 2. Her campaign truly impacts others 3. Her story has a face and a voice
- 17. ONE She has something unique.
- 18. 1. She has dragons
- 19. If your story has something unexpected, that no-one else has (but wants) then the people will talk about you. A dragon isn’t just something that’s new to you – it’s new to everyone.
- 20. The Khaleesi Everyone Else Dragon Ownership
- 21. the word NEW
- 22. the word NEWS for a reason
- 23. The Khaleesi’s news is easy – she is the only woman in all seven kingdoms with dragons. That is something worth writing about. So the question becomes, what are the dragons in your story?
- 24. TWO Her campaign truly impacts others.
- 25. She found the PR sweet spot. The part of her story that resonates with her audience YOUR BUSINESS / BRAND NEWS YOUR AUDIENCE SWEETSPOT Message Connection Story
- 26. The key to finding this sweet spot is knowing your audience.
- 27. . Research shows that engaging a small group of adorers for your brand will have a major impact on revenue growth, development and cost of sales. Khaleesi Daenerys has clearly identified her audience: slaves. Shunning the allure of the rich and powerful masters, Khaleesi Daenerys focuses on the audience that is right for her story. She can also give them what they want, while still working towards her ultimate goal. Source: http://customerthink.com/the_importance_of_consumer_engagement_in_fmcg/
- 28. THE KHALEESI Ruler Seeking the throne Mother of Dragons SWEETSPOT AUDIENCE Slaves Poor No hope Loyal Promise of/ Desire for FREEDOM - a better world
- 29. THREE Her story has a face.
- 30. The role of PR and earned media is to tell the story of your brand.
- 31. We know that famous people always get attention… Although not always for the right reasons.
- 32. A$er 30 years of marriage Kerri-‐Anne Kennerley is s5ll keen for a cuddle. RYAN GOSLING SAVES A GIRL’S LIFE – Melting Hearts Once Again. But other times, they can help in a good way.
- 33. Think laterally.
- 34. Khaleesi Daenerys’ story contains the perfect formula for media. 1. She has something unique - DRAGONS 2. Her campaign truly impacts others – SWEET SPOT 3. Her story has a face and a voice - DAENERYS
- 35. “The time to strike is now!” - KHALEESI DAENERYS
- 36. Questions? We’d love to hear from you. Please contact us on: +61 2 8353 7100 e@klick.com.au www.klick.com.au
Editor's Notes
- This analogy came to us when we realised that Game of Thrones draws so many parallels with PR and Earned media - Complex, Fast moving, Exciting, Confusing, Powerful
- This analogy came to us when we realised that Game of Thrones draws so many parallels with PR and Earned media - Complex, Fast moving, Exciting, Confusing, Powerful
- This analogy came to us when we realised that Game of Thrones draws so many parallels with PR and Earned media - Complex, Fast moving, Exciting, Confusing, Powerful
- 70 – 80 redundancies announced across the media.
- Add bottle of Grange
- No Salary, No Benefits, No Sleep: The World’s Toughest Job… Being a Mum – http://time.com/63299/no-salary-no-benefits-no-sleep-this-is-the-worlds-toughest-job/
- This analogy came to us when we realised that Game of Thrones draws so many parallels with PR and Earned media - Complex, Fast moving, Exciting, Confusing, Powerful
- Here is the media model that we’re all familiar with
- Owned channels are like Robb starke. Loyal, predictable in a good way and loved…. But ultimately, at a disadvantage when not in partnership with the paid family (lannisters)
- Shared is new to the block and so is the family of Tyrell, who arrive a couple seasons in and represent an evolved approach which is now supporting – but also gaining power from – the Lannisters.
- Shared is new to the block and so is the family of Tyrell, who arrive a couple seasons in and represent an evolved approach which is now supporting – but also gaining power from – the Lannisters.
- A
- She holds three keys to earned media success. As a brand, you don’t need all three. Doing one of these well should guarentee you will get noticed. If you can do all three – that will be magic.
- A dragon is the part of your story that is so unexpected and new that no other brand can offer the same. A dragon is not an NPD or an updated version of a product that you already have. The reason it can’t be products is because even if it is new for you, it’s not new for the world. If Veet introduced a shampoo product, that’s not a dragon, because Pantene, Garneir and Dove already have shampoo. A dragon is something you present journalists, like a world first idea or some information they’ve never heard before. Because you need journalists to feel compelled to share it with their audience
- Khaleesi’s news is easy – she is the only woman in all seven kingdoms with dragons. That is something worth writing about. So the question becomes, what are the dragons IN YOUR STORY? Dragons are guaranteed to bring you coverage if you have them, however it’s not a lost hope if you don’t
- We like to say…
- We like to say…
- How it DOES eaffect others – I think stronger language is reqired
- You may have heard about the PR sweet spot before. This is a good method to explain that although there may be an abundance of news and activity that is exciting to us within the business, we must always remember that earned media will only be awarded to the nuggets of goodness that also answer the needs and interests of your customers. A good question to ask here is, “Will this affect my consumers’ lives?” A new marketing manager for Air Wick is not news because that doesn’t affect Sharon’s life. A new scent also isn’t newsworthy, because even though Shaz may love the fragrance of Frangipani, this product update won’t change the course of her life.
- Don’t be afraid to get niche. Know who they are, because until you do, how can you know what their needs are? Where are the insights that overcome your challenges?
- Khaleesi has clearly identified her audience: slaves. Shunning the allure of the rich and powerful masters, Khaleesi focuses on the audience that is right for her story. She can also give them what they want, while still working towards her ultimate goal RIGHT AUDIENCE IS KEY TO SUCCES. Research shows that for almost all brands, leadership is achieved by fi nding adorers within asmall % of the brand community, the high value consumers (HVCs). How a brand manages its high value customers can have a major impact on revenue protection, revenue growth, revenue development and cost of sales. Mention shttp://customerthink.com/the_importance_of_consumer_engagement_in_fmcg/
- Khaleesi gets it.
- Make it easy for media represent that story, whether it be on TV, over the radio or in an online aticle . They are looking for a human face to photograph or quote.
- Cheating scandal – Tiger Woods gets 18 holes in one day
- Ryan Gosling Saves A Girl’s Life – Melting Hearts Once Again
- Spokespeople deliver your key message, they are the voice of your story. Sometimes they become your dragon, Get creative with who you profile. It can be a an academic or it can be a celebrity. just make sure it’s true to your key message Don’t forget experts and consumers (case studies) or perhaps we can mention bloggers here and that our “faces” should have their own influence (think Jamie)
- She holds three keys to earned media success. As a brand, you don’t need all three. Doing one of these well should guarentee you will get noticed. If you can do all three – that will be magic.
- The time to strike is now, the Starks fight the Lannisters, the Baratheons fight each other.