The Biggest Loser has taken the reality genre to a new level. The title stands out on an infinite list of reality shows, because it sticks in our heads. It stimulates viewers’ curiosity. Who would want to be the biggest loser? It’s something different and unexpected. The Biggest Loser takes a creative approach to reach its target audience by encouraging obese contestants to make healthy lifestyle changes. The weight loss success of contestants, who lose sometimes half of their body weight in a few months, encourages us viewers of all sizes to maintain great health. What better place to motivate people to acquire active lifestyles than right from the couch?
The Bigger Loser’s expert trainers educate viewers with sticky and simple pre-commercial exercise and food tips. They reveal their sincerity by directly encouraging viewers to participate at home and by developing tight-knit relationships with cast members. The emotional and physical issues that surround the series are real, and in an overweight nation, they relate with the majority of viewers. The show’s general messages apply to everyone and are easy to remember. Most importantly, they keep us publics thinking about the show – even when it’s over.
Viewer share how The Biggest Loser has changed their lifestyles:
A salad of celebrities has stirred a sassy new season of The Apprentice. The season’s tasks have showcased the business talents of stars, such as country music singer Trace Adkins, actress Marilu Henner and U.S. Gold Medalist Jennie Finch. The Celebrity Apprentice isn’t the first time we have seen celebs take advantage of personal networks yank in dough for charities, and its certainly not the first time a Baldwin Brother has gained publicity on a reality show. The Celebrity Apprentice contestant Stephen Baldwin leaped into the reality genre on two seasons of Celebrity Mole and Celebrity Blackjack with his brother, Billy. His other brother, Daniel has also made appearances on Celebrity Fit Club and Celebrity Rehab. Not all of the contestants are as predictable as Omarosa’s persona. The unexpected addition of Tiffany Fallon, a Playboy Playmate of the Year, showed that some beauties are pretty darn intelligent.
While the celebrity contestants brainstorm business tactics, Trump and his crew share their wisdom in “The Trump Blog: Ideas and Opinions from Donald Trump and TrumpU Faculty.” I was surprised to see that the billionaire entrepreneur even takes time to visit the blogosphere. “The Donald” is a business world guru, and he surely recognizes the importance of memorable PR.
In my PR writing class, we have been talking about ways that social media have transformed the PR landscape. I’ve been an avid “Facebooker” throughout my four years of college, but our classroom conversations have steered my attention to ways that the entertainment industry engages publics through social networking sites.
As I sifted through the American Idol Web site yesterday, I noticed the brand’s load of interactivity. I’m not surprised that the show has taken advantage of opportunies to captivate fans online, and I would love to share some of the reality show’s tactics:
In case we don’t have enough personal profiles on MySpace and Facebook, American Idol has come to the rescue. The MyIDOL Community allows users to create profiles, find friends and send messages to other users. We can even upload pictures to our MyIDOL photo galleries.
Now, we can “befriend” the judges. You heard me. Simon, Paula and Randy have personal bios that allow us fans to learn about our new pals. Some of the contestants have even tapped into MyIDOL to reach out to their fans.
It looks like the brains behind Idol have gained a lesson in social PR. They have launched a MyIDOL blog that allows us fans to post about the show. With a name like MyIDOL, we can all feel like our opinions are important.
Simon, Paula and Randy are back with another season of American Idol, and the competition is just starting to heat up. The trio has given us a glimpse of America’s next pop star along with 23 other hopefuls. I can hardly wait for the newest Idol’s tracks to accompany Carrie Underwood’s latest album in my car and Kelly Clarkson’s first one on my iPod.
Though a few of the winners fell out of fame faster than they sang their way to stardom, the media often seems like an Idol Nation. With Kellie Pickler hits that replay on CMT, Chris Daughtry tunes that overwhelm XM radio and Justin Guarini commentary that swarms the TV Guide channel, I’d say Idol has covered its bases. On a recent trip to the grocery store’s ice cream aisle, I noticed the rows full of American Idol treats. I had never considered that aspiring pop stars might be in the frozen favorites business, but the marketing idea makes loads of sense. The Slow Churned Idol line is a smooth move for Dreyer’s. I’m convinced that if I were a 14-year-old Sanjaya fanatic, I’d be all over that half gallon of Choc ‘N Roll Caramel or one of the other show-themed flavors. Idol has also announced the April 9th return of its Emmy-winning special Idol Gives Back. Last year, the music celebration pulled $76 million for charities around the world. This year, past contestants, the Manning brothers, Bono, Brad Pitt, Snoop, Mariah Carey and Miley Cyrus will appear on the special. The program will place positive light on the diverse group of celebrities and on the show itself. The football stars, famous performers and young stars will appeal to a broad audience. In the meantime, I think I’ll eat my Soulful Sundae Cone ice cream and watch the week’s top 16 contestants battle their solos.Photo Credit: http://www.sacbee.com
She has given away free cars, household must-haves and now, millions of dollars. If there’s one thing we know about Oprah, it’s that she seems to thrive on giving, giving and more giving. On Sunday, her new show Oprah’s Big Give will premiere on ABC. The show encourages people to “pay it forward” by handing large chunks of cash to average people. The catch is, those people have to compete for the most creative way to make other people’s dreams come true. Oprah’s clever idea is an effort to make the world a happier place. I guess now all she needs is Mickey and a princess.
Oprah will surely make her money back, but the show’s charitable basis will also boost her public image. The show is noticably original and reminds me of one of my favorite movies, Pay It Forward. In the past few weeks, I have seen Oprah grace magazines covers and Web pages. The show has upgraded her status from superstar to superhero.
From her annual Christmas giveaway to aiding children in Africa, Oprah has mastered the art of public relations. Now, what would happen if there were no magazines, television crews or cameras? I do love how Oprah has used her money, fame and resources to help people around the world. I can’t help but wonder whether her thirst for the public spotlight has given her incentive to launch the philathrophic reality show. Looks like even big names feel the need to remind us that they care.
This Sunday is one that I have been anticipating for, oh, the past 360 days. The Academy Awards are less than a week away, and red carpet chit-chat is at its peak. Celebrity entrances will make Sunday one of the biggest days for popular designers, whose dresses will hug the hips of Hollywood beauties at the show. Actresses will strut the big names, such as Versace and Valentino, and designers’ names will gleam in the spotlight after Monday’s best-dressed lists go public.
The event can promise that critics won’t shun heiress Paris onto the worst-dressed list. She was banned from the 2008 Oscars after she laid $4 million for her dress. It’s surprising, considering most designer gowns are delivered to Hollywood ladies with gift baskets. A few thousand dollars is a humble price to pay for designers to land Oscar red carpet publicity. Now if only we could all become wealthy enough to collect free, fancy gowns. Oh, the irony!
Last year, the Pussycat Dolls founder and choreographer Robin Antin searched the country for a singer-dancer to mosey in to the burlesque pop group. With the help of Geffen Records Chairman Ron Fair and other music gurus, Antin gave viewers a front row seat to the selection process on her series Pussycat Dolls Presents: The Search for the Next Doll. They chose 18-year-old Knicks City Dancer Asia Nitollano to fill the heels, but she mysteriously declined the offer. However, we might see her sporting Diddy’s latest Sean John Women’s collection.
This year, Antin and her crew jet out on another nationwide search. They hop to create yet another fierce group on the reality series Pussycat Dolls Present: Girlicious. Now a girl group introducing a new girl group is quite the new concept. Theoretically, Girlicious should gain major credibility as a PCD-sponsored brand and has potential to rival the Dolls’ success. And just when we thought “Fergilicious” had slipped off our tongues!
The 2000s has sure been the prime decade for people behind the music to change their names – I mean, make names for themselves. We have seen Puff Daddy go from “P. Diddy” to “Diddy” and introduce two bands and a solo artist after three season of Making the Band. Simon, Paula and Randy have become names at the dinner table after six seasons of American Idol.
Regardless of whether Robin Antin’s success with Girlicious will mirror that of Diddy or Simon’s, she will surely steer some sassy PR in the direction of her Pussycat Dolls and maybe some to the Rose City. I must admit that I was sad to see her eliminate Portland’s own BlazerDancer and Lumberjax Dancer Kristin on Monday’s episode. Kristin’s friend and former teammate Shannon Bex is a member of Making the Band 3’s Danity Kane and was also runner up on the triple-threat search Fame in 2003. DK has already made a name for itself as an opening act on the Christina Aguilera tour.
The hype of BlazerDancers in the entertainment industry has created quite a buzz among the locals. Monica Carlson, who danced for the red and black with Kristin and Shannon, has claimed the title of the first-season American Gladiator. I am interested to see how the success of former and current BlazerDancers in the entertainment industry affects the Trailblazer organization’s reputation.
During my visit to the University of Oregon Bookstore this weekend, a shelf of baby pink shirts broke through the vibrant racks of lightening yellow and grass green apparel. The row of “Oregon” t-shirts with a breast cancer awareness ribbon on the top corner immediately lured me in. I was interested in how the UO had become involved in the fight against breast cancer. I inched closer and noticed the Nike swoosh that accompanied the ribbon. Naturally, I questioned whether the Nike, the UO or both support the campaign. Once again, my public relations conscience led me to investigate the organizations’ involvement with the cause and the motives behind it. Maybe Nike is a booming corporation that financially supports the fight against breast cancer. Perhaps the brand is merely looking for positive PR through its association with a well-renowned charitable cause.According to inside.nikebasketball.com, the brand joined college basketball teams and coaches to launch its Think Pink Week, which took place last week. North Carolina State Women’s Basketball Head Coach Kay Yow’s fight against breast cancer sparked the campaign, which offers spirit shirts at Universities across the country.Nike donated two dollars from every shirt in its “Think Pink” campaign to the Kay Yow/WBCA Fund, which supports breast cancer research and awareness. Looks like Nike scored a PR opportunity in its engagement with the athletes it clothes and a cause that bounces close to home for many of its consumers.Photo Credit: http://www.uobookstore.comPhoto Credit: http://inside.nikebasketball.com
I just returned from my fourth trip to Las Vegas for the 2008 USA Collegiate Dance and Cheerleading Nationals, and more than 75 college and all-star cheerleaders and dance teams competed. Some guys might have seen the championship as a chance to snag a few girls’ phone numbers, but PR teams had seen it as the perfect event to reach out to their target audience.
Upon our arrival at the Cashman Center, goodie bags of girly products grabbed our attention faster than other teams’ pounds of glitter and elaborate costumes. Of course the free Secret deodorant, Playtex feminine products for exercise and pink Skintimate shaving cream packed inside of a shiny pink bag appealed to us 18-24-year-olds. The companies’ PR teams sure know their stuff. The one-liners that graze the product labels demonstrate the extent of the PR teams’ market research, not to mention their incorporation of game cheerleader photos and dancer silhouettes.
On a flyer insert, Skintimate assured that its product “makes every move smoother” and that “from invigorating scents to ultra gentle formulas, you’ll discover one that’s just right for your smooth moves.” I love the creative wordplays. Other lines are more influential, such as “keep your legs in peak performance condition.” It seems that almost every piece of information in the flyer incorporates dance and cheerleading terms, including “1-2-3-4″ and “as tricky as a full down.” Skintimate’s effort to utilize dance and cheerleading staples shows that they care about our interests.
The Skintimate dollar-off coupon appeals to us budgeting college students. The company also created a link on the competition’s website and wrote “learn more about smooth legs, smooth moves and much more at varsity.com/skintimate.” Skintimate’s decision to incorporate the Varsity company in its marketing plan is a wise one. As a college dancer, I check the website almost daily for competition updates, photos and camp information. Maybe I should mention that Secret also recently hosted an online Show Us Your Moves contest, and the “hottest” dancer will feature in an upcoming J-Lo music video.
The companies’ distribution of free products at a dance and cheer event guarantees that a large amount of consumers in the companies’ target market will try their products – and perhaps get hooked. We trust that the products’ quality and are and more likely to become regular consumers, because the United Spirit Association and Varsity trust Playtex, Skintimate and Secret to sponsor the event. What an efficient way to guarantee direct and hands-on PR!
Politics. The word itself just does not resonate comedy. It’s election time, and political debate is at its prime – and so is the late-night political mockery. Funny-men we know and some of us love, including Conan O’Brien, Jon Stewart, and Stephen Colbert are providing quite the spectacle to keep those of us politically less amused folks up-to-date. Not only are these guys tapping into a new electorate, but each is providing a sizable dose of comic relief in a highly stressful political atmosphere. Their lightheartedness jokes, regardless of bias or opinions, have successfully snagged the ears of the younger generation.
Comedy Central’s Lil’ Bush is a bit extreme but attention-grabbing at that. No, George Bush and Tony Blair didn’t join a cheerleading squad in fourth grade, but the network’s hilarious portrayal of the duo’s relationship has added a touch of flare to the political spectrum. The 30-minute spoof, which is anything but serious, can actually alter the political perceptions of its viewers. It’s a surprisingly effective type of PR that no political figure or candidate can cultivate.
A salad of celebrities has stirred a sassy new season of The Apprentice. The season’s tasks have showcased the business talents of stars, such as country music singer Trace Adkins, actress Marilu Henner and U.S. Gold Medalist Jennie Finch. 
On a recent trip to the grocery store’s ice cream aisle, I noticed the rows full of 
She has given away free cars, household must-haves and now, millions of dollars. If there’s one thing we know about Oprah, it’s that she seems to thrive on giving, giving and more giving. On Sunday, her new show 
This Sunday is one that I have been anticipating for, oh, the past 360 days. The Academy Awards are less than a week away, and red carpet chit-chat is at its peak. Celebrity entrances will make Sunday one of the biggest days for popular designers, whose dresses will hug the hips of Hollywood beauties at the show. Actresses will strut the big names, such as Versace and Valentino, and designers’ names will gleam in the spotlight after Monday’s 
singer-dancer to mosey in to the burlesque pop group. With the help of Geffen Records Chairman Ron Fair and other music gurus, Antin gave viewers a front row seat to the selection process on her series 
Paula and Randy have become names at the dinner table after six seasons of American Idol.
generation.
