Have you heard about the exciting news on February 4th? And no, I am not talking about the Super Bowl winner, but about Kylie Jenner FINALLY announcing she is pregnant – well, that she gave birth to her baby girl at the age of 20. This announcement ended the 9 months long speculation about it being fake news or not. And let me tell you, the whole word was consumed with these news. I am sorry to say this, but while the non-American part of the world does nor really care about Super Bowl, EVERYONE was obsessed with Kylie’s rumored pregnancy. So, what PR lessons can we learn from the whole “Kylie Jenner pregnancy campaign”?
TIMING IS EVERYTHING
Everything in PR is well timed. If you are going to announce a launch of a new product, you will have to plan your media outreach a couple of weeks in advance to make sure you get enough media interest. It is also important to know what other notable events are happening. For instance, it is probably not advisable to launch a new product in May 2018 because all media outlets will be occupied with covering the royal wedding which will officially make Meghan Markle a royal. However, if you are a personality or a brand with global reach such as Kylie Jenner, chances are that your announcement will make the news even on Super Bowl – sorry Eagles fans!
SNEAK PEAK GOES A LONG WAY
Remember that time 9 months ago when all the outlets starting spreading the “rumor” that Kylie is pregnant? Of course, no one confirmed anything and Kylie went ‘missing” for the remained of her suspected pregnancy. However, this did not stop anyone from talking about her on daily basis, speculating whether the sweater she had on covered her belly or whether it looked baggy just because that’s how it was cut. And what about the speculations about her missing on all the Kardashian/Jenner Christmas cards? The point is, even a small grain of information, even if unsupported by any actual facts, can spread like a wild fire and last for many months. People will talk about your brand, if they are really invested in it and passionately follow everything that you do on daily basis.
Kylie’s big and similarly famous big sister Kim Kardashian has been posting lot of interesting photos on her social media over the past 9 months, which had many people comment on them. While some thought that this was just another way for her to get attention, many believe that this was a diversion tactic. And if it was, BRAVO! Also, let’s not forget all the talk about Kim’s surrogate and Khloe’s pregnancy announcement. Nothing overshadows ongoing speculations better than bigger, more recent news. If you want people to forget about certain news, or downplay its effect or reach, the next best thing is to give them something else to talk about.