Behind The Scenes – The Baby Before My Baby
Now that I have given birth I STILL believe what I only thought before: Anyone who has not given birth and wants to know what a labor is like should try PR. Especially putting together one of those BIG hits or media events with a celebrity tie-in that means everything to your client.
One of K2’s longstanding clients, Weight Watchers, had been trying for six years to break through on Oprah. Of course, this is not an uncommon desire for a client but Weight Watchers had been close a few times, and with Oprah winding down, this was our last chance. And with Jennifer Hudson as the Weight Watchers spokesperson, K2 had one final opportunity, and we finally broke through.
Tying together Jennifer’s amazing triumph over tragedy, her stunning weight loss, her family and their communities who have been inspired by her story, and a generous giveaway from Weight Watchers to the studio audience, we had a show that looked and felt great… and effortless to the audience.
Effortless – hah! No matter how wonderful a client, the show and its producers, the celebrity, and the story, putting something like this together is NEVER effortless. Once the concept is approved that’s when the work and whole heckuvalot of scheduling and back-and-forth coordinating begins from delivery of prizes, and messages to on air preparation to dealing with layers of handlers and managers to communicating with the client and production team. The success of any placement is in managing every detail right up to the show. The GOAL is to make it look effortless to the audience, easy for the media, and organized and controlled for the client. All this is the PR equivalent of gracefully juggling a bowling ball, flaming torch, and a hatchet – in this case while delivering the “Super Bowl” of media hits. But unlike a Super Bowl ad which is finished well in advance of its airdate and will run as delivered, in PR, nothing is ever certain even when it is happening.