The paparazzi news was rife recently with news of a romance between a well known Korean actor and a Chinese actress. They just co-starred in a movie together and it is about to hit the theatres shortly. As paparazzi went, there were differences in the reports that hit the press.
Some said it was “budding” romance. Others claimed that they travelled together in a car to visit her family. He stayed overnight and her mother was seen sending him off the next day. His agency came forward to clarify that they have not reached that stage of marriage discussion but have just met a few times and communicating via the phone and through sms. Hers basically said “thank you everyone”.
So truth or just playing up the press to draw in crowds for their new movie? For one not that popular in China to enter the China market and the other unknown in Korea to enter the Korean market? Your guess will be as good as mine. But certainly, no denying some clever, fancy publicity at work, whether true or otherwise.
Now, this will be something which our Park Sihoo-ssi and Hoo Factory should learn. No, I am not talking about creating sensational untruths to grab the headlines. But like advertising agency McCann Erickson’s century old philosophy, I firmly believe in “Truth Well Told” when it comes to communication. That is, sharing a piece of factually correct information but in an interesting and meaningful way.
And this should be done through careful planning and skilful communication with the press, among other stakeholders. Managing the press, and particularly the paparazzi press is important in any business, more so in the entertainment business when the star is constantly in public eye. And the more popular the star, the more critical this becomes.
In my view, for Park Sihoo-ssi to succeed and progress, managing the press is only one aspect. The whole gamut of public relations (PR) will be needed to effectively manage the different stakeholders – the press, important kingpins, controllers and influencers in the entertainment industry – and we are not talking just in Korea alone!
The press can work for or against you – so it will be a fine balance on this double edged sword. Park Sihoo-ssi has already seen the best and the worst of what this can be like and what it can do. What has happened in the past will be valuable lessons for the future. Park Sihoo-ssi and Hoo Factory badly need to put into plan and action, a dynamic and proactive PR programme to pave the way for a more positive, higher profile and forward looking future for Park Sihoo-ssi.
Park Sihoo-ssi and Hoo Factory, I hope you have your thinking caps on!
新闻狗仔队
最近,新闻狗仔队透露一位知名的韩国男演员和中国女演员正在热恋中。 他们刚一起出演一部电影,电影不久即将在影院上映。就如往常,狗仔队的新闻有着差异的报告。
有些报告这还是“萌芽”的浪漫。其他的宣称他们已到讲婚嫁的阶段了。女方已经带男方回家探父母了。报道说他在女方过夜,看到她母亲第二天送他出门。他的经纪人出面澄清,他们没有到婚嫁的阶段,才刚刚开始,见过几次面,和通电话和短信。女方只是说了“谢谢大家”。
究竟是真相或者是在炒作,让他们快上映的新电影大卖座呢?为了提升一个在中国没什么名气的在中国市场立足,和让另一个在韩国没怎么知名度的进入韩国市场?妳的猜测将和我的是一样。但可以肯定,无论是真假,这是个聪明狡猾的宣传机会。
施厚君和厚工厂应该好好学习这一招。不,我不是说创造耸人听闻的谎言争取头条新闻。我认为沟通理念应该像广告公司麦肯的百年经营理念与创意哲学, “Truth Well Told 善诠涵意,巧传真实 “一样。也就是说,用一个有趣和有意义的方式来分享确凿无误的信息。
这应该经过精心的策划和有技巧的与利益相关者沟通。在任何业务上,管理新闻报道是很重要的,特别是狗仔队记者。在娱乐圈当明星,不断在公众露面,这会更加重要。而更受欢迎的明星,关键会越大。
我个人的看法,施厚君在娱乐圈里,要获得成功和进步,管理新闻只是一方面。公关(PR),包括管理整个新闻,娱乐圈关系,如在娱乐行业重要头目,控制和带有影响力的人物和机构。这个管理不只是单纯在韩国,而是国内外!
新闻界可以为你工作或反对你把你拉倒 – 所以它是一双刃剑,需要良好的平衡。施厚君已经看到了最好的和最坏的两面了。过去发生的事得来的经验是给未来宝贵的教训。施厚君和厚工厂,需要准备一个充满活力和积极的公关计划铺平道路,以便更积极,更高效的配置和前瞻性的未来。
施厚君和厚工厂,我希望你们已经开始动脑筋计划未来了!
Photo Credits – Many thanks! Weibo, Twitter
3 Comments
Interesting article Nance. Not everyone is able to conduct good PR. It starts with having knowledge of the basics, have a good “nose” for it, being known with all segments in the field you are operating in, being able to play the audience, building up goodwill behind the scenes and having a plan to work from. Marketing is very interesting, but you need the right person to do it. A long time ago I came to the conclusion I would be a very bad PR woman.
In my opinion the way the company’s Twitter and Facebook as well as PSHs personal accounts on Twitter and Weibo are handled is a form of bad PR. Only active when PSH is being active in those areas.
JOFC is having a good PR, but with one very big weak point. It’s only membership based. So is the marketing of PSH related products in Japan. It’s mainly for the Japanese market. I call this “isolated policy”. However, I read somewhere this is very common in Japan. I’m quoting: “Japan does still need to learn how to do business with countries outside Japan”.
So I hope Hoo Factory has made up their mind about this PR issue and have a good plan to work from and the right person to represent Hoo Factory and PSH.
Wilma, you are as perceptive as always.
Park Sihoo-ssi and Hoo Factory have their work cut out for them. There is a lot, and I really mean a lot, that they have to do. PR among stakeholders in the entertainment industry is only the tip of the iceberg! The whole gamut of business planning including how to position Hoo Factory and Park Sihoo-ssi, how they should evolve the business, what their priorities should be over time, what are their strengths and weaknesses, how they should market the company and the man…plenty to do!
I am just afraid that Hoo Factory is not in the best position to do all of this work! They need professional help – can’t rely on family and friends alone!
You are right Nance.
No business can develop without a good business plan which has to be evaluated at regular intervals with respect to the set targets and to be readjusted if necessary. It is important to have the right people at the right positions. Perhaps this is something they have underestimated at the start.