The BIG Idol Gaffe Off-Air (Disturbing)
America's Oldest Media Strategy involves drama, press releases and celebrity. Lessons to learn from publicity stunts.
First I apologize to anyone cringing at a potential American Idol post. There’s a real story here and a lesson, I promise. Let’s all take it back to that tumultuous relationship between Simon Cowell and Ryan Seacrest. This season has been notably more confrontational. Seacrest has been almost adversarial and taking the spotlight as much as possible.
With the impending departure of Cowell, the show might tank. It’s a very strong possibility that Idol’s days after this season are numbered. It’s been one of the largest phenomenons since 2000 and has consistently produced revenue and advertising dollars. It’s a true goliath of many entertainment mediums and when Idol signs off for the last time there will be many people left to figure something else out. Especially Seacrest.
When Paula Abdul was confirmed out, Seacrest signed a 3-year $15 million contract. This is year one of that contract and what do you think happens if the show is cancelled before his contract is up? Here’s a hint: $15 million over three years makes about $5 million a year. That may not be a lot for Seacrest overall but for people like you and me – that’s a LOT!
So imagine Ryan Seacrest, host and contestant friend, releases a statement about one of the most beloved contestants: Crystal Bowersox. The statement was very concerning for any true fan. Bowersox, desperate to return home to see her son and family, is convinced to stay on the show by Seacrest. He tells her of how he was able to buy his mother a home and that Bowersox will be able to do the same if she just stays. Very compelling, very dramatic and an ENTIRE LIE.
Bowersox is a mother to a young child and while she misses being able to play with him as much as before she is thrilled at this opportunity to provide for him. It turns out that Bowersox’s good friend and former contestant texted her about the release from Seacrest. Bowersox’s reply? “It’s not true … betrayed by Seacrest!”
What a ploy! In fear of the show tanking it’s host begins shelling out sensationalism outside of the show. Ratings are slumping, a key figure of the show is leaving and money is at stake. Would you really think he couldn’t do something like this?
The truth is that no matter what size you are or on what scale you need to reach people everyone needs a good media relations strategy. For Seacrest, it’s very easy to get into trouble as well. Considering that many feel this season’s hopefuls lack distinct personality like last year’s Adam Lambert, why not stir something up with what ya got?
It’s not something I recommend lightly. Drama in the press is good because it brings exposure. The bad thing is that depending with your business you could create a disastrous brand for yourself. Focus on what interesting facts are of interest to the public, news and gain the most exposure. That’s where the money’s at.
Until TGIF!! Take care!
Tell a Friend,
TZ
Tony Zazza, a 15-year media, marketing and advertising expert, is the Principal of Zazza Media Strategies, a Dallas Texas Marketing Firm, that specializes in growing small to medium sized businesses to their fullest potential.
