The much anticipated film "Anchorman 2" hits theaters on Wednesday, and we can't wait. As a team of trained television journalists turned PR pros, the legendary antics of Ron Burgundy captivate us all and provide endless humor.
Something we've all wondered, however, is what it would be like to be
Burgundy's PR rep. Let's face it, he's politically incorrect,
dumber than a lamp (even though we all love lamp). The truth is, no matter how many leather-bound
PR books we have in our arsenal, we can all learn a thing or two about PR from Ron Burgundy.
1. If it's "kind of a big deal," say so!
Have a strategy to tell everyone. We all have those stories that require
a lot of development and focused pitching hours to get placements, but
identify a story with truly great potential, you should maximize your
opportunity. Don't be happy with the usual placements. Push harder. Be
and make sure everyone knows that your story and your brand are kind of a
big deal. It's amazing how far a story can go when you believe in its
2. Don't be a market snob. When North Dakota calls, over-deliver.
Sure, some placements are technically bigger than others, but Ron
Burgundy knows all media placements matter. Whether it's appearing on
Letterman or on the local news in North Dakota,
every media placement can make a difference. Ron Burgundy made
national headlines when he anchored the news in Bismarck, N.D. In our
24-hour news cycle, with stories constantly breaking on social media,
undervalue any opportunity—no matter how small it may seem. You never
know when one local placement can turn into PR gold.
3. Fight for your space while staying classy.
After the news teams' big brawl, Burgundy told his guys:
"I'm proud of you fellas. You all kept
your head on a swivel, and that's what you gotta do when you find
yourself in a vicious cock fight." Though we can't endorse trying to
"straight up murder"
the competition, we know that having a scrappy, competitive edge will
pay dividends for your clients. Don't just think about your story.
Develop your strategy around what will be competing with you in the news
cycle. This can sometimes be unpredictable. It is up to you to become a
news funnel. Have the skills to know what will affect your story and
what will not.
4. Embracing change is a scientific fact.
You can't really win in the PR game if you are still sending out the
same old news releases in the same old way. Ron Burgundy learned in his
that adapting to industry changes is the key to success. In marketing
"Anchorman 2," he is leading the charge and using more guerrilla-style
tactics to make sure everyone remembers that he is very important.
What's more memorable: a generic movie trailer or a Dodge Durango ad complete
equine co-star? He's using a steady stream of fresh and attention
getting tactics to ensure success. He's maximizing earned media
placements to build up
his brand. He's also dominating with owned media, such as @RonBurgundy on Twitter. On one fresh idea can
go a long way-just ask Emerson College's Ron Burgundy School of Communication.
Lisa Arledge Powell
is President and co-founder of
MediaSource, a media relations and content production ﬁrm that specializes in brand journalism tactics.