Lessons We Learned from the PR Side of Caitlyn Jenner’s Story

Will there ever be a Transformation Tuesday bigger than discussing Caitlyn Jenner’s reveal to the world? Last week, we were graced with the images of her debut in the form of a Vanity Fair cover shot.  Jenner’s photo shoot in Vanity Fair marks perhaps the most impactful representation of the transgender community in the mainstream media. 

The meaning and widespread impacts of Jenner’s transformation have been discussed seemingly nonstop over the past few months, and especially after last week.  But not as much light has been shed on the amount of public relations planning and knowledge it took to pull off Jenner’s reveal in expertly crafted manner.  Public relations specialist Howard Bragman stated that Caitlyn Jenner’s transition was played out “masterfully” in the press.  The topic of transitioning is especially difficult from a PR standpoint because of the sensitivity surrounding the matter. So what have we learned from analyzing Caitlyn’s media management?

Keep it Classy: What’s the secret behind making great PR moves when covering a heated topic such as transitioning? Bragman pointed out that a key move is to ensure that the topic is to “play it out well and tastefully and move the issue along in society”. Jenner’s cover shoot has no doubt done brought positive attention to the transgender community, and has done so by keeping the media campaign respectful and controlled. 

Share the Love: In terms of personal publicity, Caitlyn Jenner received overwhelmingly positive attention.  She gained over a million Twitter followers in mere hours, setting a Guinness World Record.  She received an outpouring of support from fans via social media, which does wonders to show the millions of people supportive of the transgender community.

Handle all Things with Grace: No matter how good a media campaign can be at handling sensitive topics, these topics will always be met with some form of backlash from those who do not support.  In Jenner’s case, social media also shed light on the beliefs of those insensitive to transgender topics.  Drake Bell tweeted “Sorry….still calling you Bruce”.  Comments like these can be extremely hurtful to whomever you’re representing, but follow in Jenner’s team’s footsteps and turn a blind eye.

Quality over Quantity: Jenner’s transition in the media definitely blows the door wide open to even more transgender topics being covered.  However, a great lesson to learn from her media campaign is simple: quality over quantity.  The Sawyer interview and Vanity Fair were two huge quality pieces of media coverage, so it’s safe to say Jenner does not need to go overboard on making many more media appearances about the transition.

The best part of analyzing Jenner’s PR strategy is to see how such a private issue was taken public, and in a respectful manner.  The transgender community is just one example of heated topics being covered in the media today. Are there any specific examples that you think the media or PR teams have done a good job of handling? Tell us in the comments below!

Written by Kara Ferrara of Rebecca Adele PR & Events

The Kardashian Effect: Building a Brand Out of Thin Air

Kim Kardashian and her raven-haired clan get a lot of heat for being untalented, famous for being famous, and addicted to the limelight. Business ventures, style, and scandals aside, the Kardashian Empire seemed to come out of nowhere and onto our TV screens, magazine covers, department stores, and... pretty much everything else. We sympathize with Bruce Jenner in an episode of one of their many reality shows when, looking at Kim on a magazine cover in his Dentist’s office, he says, “I can’t get away from these people.” Either can we, Bruce. Either can we.

What exactly makes the Kardashians have this unprecedented staying power? What caused them to be welded permanently into our brains, water-cooler conversations, and pop culture with no end in sight? A unique mix of craziness, Ryan Seacrest, and phenomenal PR.

Kim Kardashian can’t sing or act. We have her stint on Dancing With The Stars to remind us that she can’t dance either. What she lacks in traditional talent that typically wields her kind of celebrity and notoriety, she makes up for with “momager” Kris Jenner. In 2007, Kim was moderately known for being friends with heiress and socialite Paris Hilton. Then her 2003 home video with Ray-J went viral, and she was well on her way to becoming a household name for all the wrong reasons, never able to shake the stigma of her past mistakes.

Enter Kris Jenner. With the help of her mom, Kim was able to sue the company who distributed the video, resulting in a $5 million settlement in April 2007. In October of that same year, the Kardashian family premiered their reality show Keeping Up with the Kardashians. Jenner took advantage of the momentum from the lawsuit and their new reality show to launch Kim and her sisters Kourtney and Khloé into the world as bona fide celebrities.

Never missing the chance to stamp the name Kardashian on a product, Jenner almost single-handedly created an empire of epic proportions, tirelessly promoting the Kardashian brand, and leaving no rock unturned. The Kardashians have their name on several television shows, boutiques, perfume, nail polish, and clothing lines. They maintain an engaging presence on nearly all forms of social media. They have completely revolutionized the reality show format and the pathway to fame, and demonstrate daily the sheer power of technology and social media.

Through dedicated PR and promotion, as well as unparalleled business savvy, Kris Jenner and her family created and monetized their public personas, building a brand with international influence and true staying power. They have proved time and time again that that the Kardashians are dedicated, real, and here to stay.

The Kardashians are living proof of the phrase “There is no such thing as bad publicity.” They may be the butt of many jokes, but with a collective net worth somewhere near $80 million, the Kardashians are having the last laugh. 

Written By: Kate Glending from Rebecca Adele PR & Events