Konnect Agency’s resident reality TV aficionado here to show you that you can learn a lot more than terrible relationship advice from the wildly popular Bachelor franchise. While watching last night’s riveting episode of Bachelor in Paradise, it got me thinking: How did they do it? Mike Fleiss and ABC have truly created something special; a franchise that seems to grow in popularity with every single season and spin-off ever since 2002 when the first season of The Bachelor premiered. So, what can we as publicists and marketers take away from the phenomenon that they’ve built? Take these lessons with you on your PR and digital marketing journey and reap the award of strong relationships with media and clients that are sure to last forever – roses not needed.
Always Be Innovating Your Campaigns and Pitch Angle
The reason that the Bachelor franchise continues to garner so much attention is because they continue to reinvent the wheel, throwing curveballs into the expected. For example, the 2015 season of the Bachelorette kicked off with two bachelorettes: Kaitlyn Bristowe and Britt Nilsson. The contestants were tasked with making the final decision of whose heart they’d try to win. Some people loved this move, and truthfully, many hated it. But, like it or not, after 19 Bachelor and 11 Bachelorette seasons, you run the risk of going stale if you don’t make a change. In PR, it is the same concept! No matter how long you have been working with a client, it is important to innovate your approach and strategy. We all know what tried and true concepts and pitches work well for our clients, however it is critical to know when a) the pitch is no longer resonating with media and b) when the pitch or campaign is no longer playing a part in helping achieve your client’s business and PR goals. We need to be flexible, creative and innovative in all activities related to your success (and more importantly – your client’s success).
While you don’t want to make an utterly frightening and unprofessional first impression (we’re talking to you, Alexis Waters and your shark costume and David Ravitz in your chicken costume), you also don’t want to be unmemorable. The cocktail parties thrown prior to each rose ceremony are surprisingly an incredible analogy for PR! Journalist’s inboxes are overflowing with emails from different PR professionals who want them to write about their product/brand (the Bachelor/Bachelorette contestants) fighting for the attention of the editor (in this past season’s case, Becca). There is a lot of competition, so you need to ensure you’re doing everything you can to stand out – starting with a strong subject line in your pitch! This Los Angeles Public relations firm has strict pitching guidelines to ensure success that I’d like to give some insight into. Within the body, you should be short, sweet and to the point – conveying that we understand their beat, know their recent work, who their audience is and ultimately explaining why they should cover your product or client. At the end of the day, we want our pitch to stand out in the way that Raven Gates did for Nick Viall – we don’t want them to be Whitney Fransway (I still don’t know who Whitney is!)
Make Your Clients Feel Special
During every over-the-top, romantic one-on-one date on the Bachelor franchise, we see the lead making each of the contestants feel like they’re the only one, whether it’s their best moment or not. For example, on Nick and Vanessa’s anti-gravity flight date when Vanessa got sick – Nick took care of her, accessed her needs, assured her it was ok and made her feel truly cared for. Like a relationship, a publicist needs to show interest and ensure that your clients feel important too. When they send you an email, reply within the same business day. If they call and you are unavailable or in a meeting, call them back as soon as possible. When this happens, If I am in an appropriate setting, I will shoot them a text or email letting them know I’ll call them back in a designated timeframe. Beyond this, always be on the lookout for topics in the news that are relevant to them and their business, and share those findings at least once a week! At the end of the day, simply make the time for them! If they feel like you understand them & that they’re your top priority the relationship will likely continue beyond hometowns!