By Megan Burton
It’s 2015, and the PR industry is certainly changing. No, the press release still isn’t dead, but as our audiences’ news consumption habits and preferences evolve, brands must continue to explore fresh, creative ways to announce new products and share newsworthy content outside of the typical AP Style, inverted-pyramid structured press release of days past.
One such example comes from an unexpected source (which is kind of key, right?): actors Ben Stiller and Owen Wilson. In case you missed it, Stiller and Wilson hit the runway during Paris Fashion Week to announce the sequel of their 2001 film Zoolander:
Dressed as characters Derek Zoolander and Hansel, the actors strutted down the runway during the Valentino show, confirming the long-rumored and highly anticipated sequel. Paramount Pictures, the studio behind the upcoming film, further confirmed on Twitter. Absent from Paramount’s announcement? You guessed it: A press release. Instead, Paramount relied on Derek and Hansel to tell the story, with the help of social media, of course. The results have been unbelievable; a Google News search shows more than 6 million clips of the story in less than two days.
You may not have access to really, really, ridiculously good-looking celebrities or a high fashion runway, but you can be successful in sharing your unique message by thinking outside of the traditional-PR box, finding fresh ways to connect with your audience, and embracing social media. Don’t know where to start? We can help.
And no, Derek Zoolander still can’t turn left.