Gutman used the blockbuster movie of the weekend, New Moon, as an example. Was the hype surrounding this movie a result of effective PR by the movies public relations team? Or did the PR team just add more fuel to the existing hype?
While I think that this movie would have been huge either way, if Rob Pattinson, Kristen Stewart, and Taylor Lautner had not appeared on every morning, afternoon, and nighttime talk show this past week people may not have been as excited for the movie’s release.
When Gutman wrote his post New Moon had not even opened yet, and as I write my post the movie has made $140.7 million in one weekend. So I guess it may be safe to say that in this case hype created by the mainstream media may have worked better than anything a PR team could have created.
Gutman came to the overall conclusion that you cannot create hype but you most definitely can fuel it.
I think that for the most part I agree with him. If no one was excited to see New Moon the media would not have been as interested as they were, therefore the hype surrounding the movie would have been much less. However, because people had been anticipating this movie for exactly one year and it stars arguably one of the most famous men on the planet right now, the hype surrounding this movie was massive.
As PR practitioners it is our job to get as much positive media coverage for our clients as possible, and in some cases that may just mean adding fuel to the existing fire.
What do you think? Do you think that PR practitioners can create hype? Or do you agree with Len Gutman and believe that we can only fuel it?