3 Ways Game of Thrones Reveals Hidden PR Tactics
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Transcript of 3 Ways Game of Thrones Reveals Hidden PR Tactics
Game of Thrones can teach us about the communications landscape and how earned media tactics can help boost a brand’s influence.
The show draws so many parallels with PR and earned media… Complex, fast moving, exciting, confusing, powerful.
Sometimes the similarities are quite clear.
14 deaths per episode
70 – 80 REDUNDANCIES ANNOUNCED ACROSS THE MEDIA.
Politician denies receiving $3000 bottle of Grange
Red Wine + Corruption
NO SALARY. NO BENEFITS. NO SLEEP.
THE WORLD’S TOUGHEST JOB… BEING A MUM
Plot-changing Mysteries
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.
Paid Media
Shared Media
Earned Media
Owned Media
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
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
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)
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.
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.
WHAT WOULD THE KHALEESI DO?
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
ONE She has something unique.
1. She has dragons
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.
The Khaleesi Everyone Else
Dragon Ownership
the word NEW
the word NEWS for a reason
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?
TWO Her campaign truly impacts others.
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
The key to finding this sweet spot is knowing your audience.
.
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/
THE KHALEESI
Ruler Seeking the
throne Mother of Dragons
SWEETSPOT
AUDIENCE Slaves Poor
No hope Loyal
Promise of/Desire for
FREEDOM - a better world
THREE Her story has a face.
The role of PR and earned media is to tell the story of your brand.
We know that
famous people always get
attention…
Although not always for the right reasons.
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.
Think laterally.
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
“The time to strike is now!”
- KHALEESI DAENERYS
Questions? We’d love to hear from you.
Please contact us on: +61 2 8353 7100 [email protected]
www.klick.com.au
