What do you do to boost your image and get people to talk about you? Create news. And this is exactly what the Kardashian/Jenner PR machine is talented at.
You don’t have to like them, but on some level, you have to admire what this PR savvy family has done with our obsession with fame – accurately assessing it, exploiting it and profited significantly by it.
Nothing is unplanned when it comes to their publicity – the strategically leaked stories and careful management of the not-so-staged Snapchat or Insta story. When your product is the life you lead, then you have to keep it interesting, even if that means celebrity feuds, divorce and unclarified rumours – which leads us to the spectacular PR strategy behind Kylie Jenner’s pregnancy reveal.
In late September initial word of the pregnancy broke and sent the world into a wild frenzy. We waited with baited breath for Jenner to give us some sort of sign or drop a hint to validate the news – but nothing. Months went by with Momager Kris Jenner neither confirming or denying the news and the other sisters remained surprisingly tight lipped, with Kylie remaining remarkably coy – or is it koy? Finally, on 4th February, just hours before the Super Bowl and after months of speculation regarding her pregnancy, Kylie finally broke the silence and confirmed the existence of her pregnancy and the birth of her baby girl.
The family are the epitome of an efficient PR machine, with Kylie’s pregnancy demonstrating how less is more to keep the public guessing and follower numbers growing and how a firm grip on the latest and best ways to exploit social media platforms is vital.
Jenner released a statement on her Instagram, justifying the months of silence which had led to fostered intrigue and sustained attention on the Kardashian/Jenner clan for almost a year. By neither confirming or denying the pregnancy, Kylie smartly let people to build conversations and propose ideas of their own and so we became so invested in the details that we waited for news, which was in this case – a baby.
A true testament to the power of good PR.
Mallory Blair, the cofounder and CEO of Small Talk PR, stated “announcing hours before Super Bowl stokes vitality,” she writes, pointing to the crowd mentality of such an event and the likeliness that those gathered together will discuss current events. “It also creates brand alignment with a major, national cultural moment.”
Speaking as a PR professional, Mallory expects that Kylie’s next steps will reflect the same careful strategy. “I’d guess that she’ll parse out the remaining assets as exclusives which will continue to get her leverage in how her story is shared and which of those stories receive the most attention,” she said. “For example, offering the first official baby photo or her first Q&A verses a first broadcast interview are all things that can be used to set the terms of what is and is not shared as a condition of the exclusive”.
Time alone will tell.