I wasn’t even 11 years old when MTV went live…this was back when it actually played music videos 24/7. The fact that it launched on August 1, 1981 did me no good, as it was the latter part of Summer in San Antonio, TX – it gets HOT in San Antone in August, ya’ll. So I was glued to the TV set, watching (and in most cases, memorizing) videos from artists like Pat Benatar, Adam Ant, Talking Heads and Blondie.
And even though I had already grown to appreciate (what I consider) good music, this new music channel ‘amped up’ my fondness for a solid song and the players that made me tap my toes and, at times, bang my head. I mean, these were songs with the people who actually cut the records performing (sometimes ‘acting’) for the cameras…..24 hours a day.
How Cool Is Was That?!
But by the time the mid-80’s rolled around, I had come to realize, right about the time I was 15, that while some bands ‘evolve’ with their music, other’s SELL OUT.
Don’t get me wrong – some people really like this song and video. It’s a good song…and they seemed to have gained more fans because of it; but it’s certainly not what the band built its reputation on. Cause you can’t tell me that from where the Crüe began with this and this, that they weren’t just doing it to get more money and airplay. It was a harsh reality for me to face: people and their vision (if they’re open to this ‘idea’) can be bought, repackaged and made ‘more edible’ for consumers.
Street cred is something that cannot be denied – and the Crüe lost a bit of it when they went down that path. These days, brands like Motrin, Pepsi and KFC lose their street cred because they try to play ‘Smokin’ in the Boy’s Room’ when they should be jamming to ‘Live Wire.’ When trying to take a bigger share of the market with a new idea/product/look interferes with your judgment, you’re in for some trouble. It’s good to venture out and develop something that adheres to a company’s principles – heck, it’s advisable. Look at what Apple has done with just about all of its products – when you hold true to your brand’s foundation, you can build just about anything on it.
And as communications professionals / consultants / advisors, we need to be ready and willing to tell our clients when they start to experiment with a new idea that jeopardizes their brand’s character and esteem. When is the last time you’ve witnessed a client trying to ‘Smoke in the Boy’s Room’…? What can you say to a client if/when they begin to sell out for popularity or money?
I definitely agree with you here – it’s easy to forget about authenticity and being true to your roots when everyone else is excited about a brand new product/idea/look. And it’s definitely tough to be the buzz killer that reminds everyone that their heads are not in the right place – no one wants to hear that.
Everyone wants a bigger share of the market – that desire is not going to go away, but what we can do as comm professionals/consultants/advisors is gently remind the clients who are tempted to sell out is that there is no ‘magic universally appealing product/look/idea.’ Remind them that the brands that ARE working and getting attention (Apple was a GREAT example) are the ones doing their best to improve upon what they’re already good at. And personally, I’d rather jam to an authentic ‘Live Wire’ than a generic ‘Smokin’ in the Boys’ Room’ any day.
Great post as always! Keep it up!
Good post & comparison, Narciso.
As PR’s it’s our job to tell clients when they’re in over their heads or selling out. We’re the communication professionals that they hired to advise them and help them. Sometimes clients need to be reminded of that, as well. As Lacretia says, it’s tough to be the buzz kill, but it’s very important for companies to stick to their guns and what they’re good at, rather than smoking in the boy’s room.
Thanks,
Tom O’Keefe
@tomokeefe1
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And when it takes a certain approach to create buzz it is sometimes hard not to follow that path.
I guess it comes down to personal integrity in the end. I always advise clients to stay true to their values. It may take longer to build a floowing/fans/buzz, but the quality of those fans will be better.
Don’t you think?
A strong and successful public relations professional sticks to his/her convictions and provides this type of advice to clients or bosses. It isn’t easy and rarely the path of least resistance but one those of us who abide by the PRSA Code of Ethics (http://www.prsa.org/aboutUs/ethics/index.html) must always remember. It is also what will strengthen our profession — or bring it down too.
So, I say we all need to stand by each other and by our convictions. We need to tell our bosses and clients when they are selling out. That’s what makes us better professionals.
Excellent Points, Everyone!
* Lacretia ~ “…it’s definitely tough to be the buzz killer that reminds everyone that their heads are not in the right place – no one wants to hear that.” It’s a tough gig, but something we’re here for – in good times and bad.
* Tom ~ “We’re the communication professionals that they hired to advise them and help them. Sometimes clients need to be reminded of that, as well.” This is something that we’ve tried to ‘gently remind’ our clients when have our review period – especially if we’ve hit a bump or two in the communications road along the way.
* Kami – “…comes down to personal integrity in the end.” Yes, yes and yes – what more can you say if you can look at yourself in the mirror and still feeel good about it if you trying to hawk off something that has no real value, personal influence or heart…?
* Mary ~ “…we all need to stand by each other and by our convictions.” When we have a united front that is built on ethics, truth and hard work, then there really is nothing that can deny our influence – even if we’re telling our clients that they’re wrong.
Hey Narciso, so nostalgic! I was right there with you in the 80’s with MTV.
You bring up a toughie because sometimes as communications professionals, we may not always be able to convince our clients that they are jeopardizing their brands (a.k.a. smoking in the boys room). Sure you can choose to not be part of it or agree to disagree.
The fact your gut tells you something just isn’t right and you’re able to communicate it is really all you can do sometimes. I have been in a couple of situations and advised clients what they are doing is not cool – one saw the light, the other didn’t. Well you can guess which one I chose to support moving forward.
thank you! I really liked this post!