Wednesday, July 8, 2015

Does Social Media Have You Overexposed?

Overexposure is a very real thing. Publicists often have to walk a fine line when working with co-PR management (film, music, cross generational brands, etc.) to ensure that messaging and promotion is effective and not so heavy that fans or customers feel sickened by it.

Molly Tullis recently covered overexposure and I feel she captured it perfectly. She said, “In the summer of 2013, the Jennifer Lawrence love affair was at an all-time high. The Hunger Games had come out a year earlier, she won an Oscar for Best Supporting Role in the Silver Linings Playbook, and hit a home-run by saying all the right things about body image and young girls. But by December I was waiting for the imminent backlash. I didn’t have to wait long. Before she could cash her paycheck signed out to Katniss, Jennifer Lawrence was fielding reports that she was obnoxious, ‘everywhere’, and people were incredibly “sick and bored of her.” Ironic that a culture that had obsessively gorged on her girl-next-door charms felt sick soon after. Of course she was everywhere – we put her there. The same phenomenon happened with Reese Witherspoon and Anne Hathaway before her. We loved them, we put them on every cover, we give them sponsorships, and while they’re still walking red carpets, they’re consistently fielding comments such as: “I don’t know why… I just don’t like her.”

Here’s the thing- there is no measurement to predict overexposure. It has to be addressed on a case-by-case basis. If you look at Molly’s comments above, think about Jared Leto. He won the Oscar. He is in a successful band. He has his own streaming company for entertainers. He is practically everywhere and yet- he has no overexposure risk. I think this is because he is collectively evenly spread out (as a brand) across different mediums that cater to different audiences.

My point tonight is this, pay attention to your measurements and what audiences are saying on social media. The moment whispers start to turn south, pull interviews and reevaluate your publicity plan.

Twyla N. Garrett

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