Part 2 Of 2 Ronn Torossian Book Excerpt On Reality Tv

Book Excerpt From For Immediate Release: Shape Minds

, Build Brands, and Deliver Results with Game-Changing Public Relations by Ronn Torossian

A former client, who also happens to be a nasty person, manufactures a great product that got amazing media. He was tremendously successful but is just not a good guy. He, too, was approached to do a guest spot on a reality show, and my whole team cautioned strongly against it again and again. Sure enough, he didnt listen and had an awful appearance on the program, which had a serious and quick negative impact on his business.

His appearance resulted in his company being blasted, and wherever he went, people asked him about the program but not his product. In fact, as this book went to print, three of the first ten items on a Google search of his name and product reference this program. Id venture his ego cost him millions.

There are times when a reality show can work. It depends on many factors: the script (unscripted television is actually quite scripted, by the way), your personality, the producers of the show, and your business. Anyone with a special expertise that can be used in the right way probably has the best chance of reality success.

Under these circumstances, a show can be a PR machine for a small business. Antique dealers and bounty hunters, for example, could benefit from shows that follow their comings and goings. DC Cupcakes on TLC has been a great show for its stars, Sophie and Katherine, who left high-powered careers behind to start Georgetown Cupcake. In its second season, the show has raised awareness for the cupcake brand and has created numerous revenue streams for the pair.

Although the show depicts dramatic situations (the usual bickering, tension between business partners, nutty customers), its all done in a lighthearted and humorous way that fits with the original cupcake brand.

In this case, the show has raised the profile of the womens bakery. When the show goes off the air, the two women will likely still have a successful bakery to run and maybe even other business opportunities. As the shows executive producer, Terence Noonan, points out, The girls still ice cupcakes, and at the end of the day, thats their most important job. When you stop doing what got you attention in the first place, you can run into trouble.

by: Ronn Torossian

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