Master the Power of Association in PR

As the MasterChef Australia juggernaut has ended for another year, having surpassed all expectations in terms of both viewers and wealth generation for the Ten Network and its partners, we here at Publicity Queen are keen to espouse the power of association as it applies to PR.

There is a clear and tangible link between product placement on a show like MasterChef, and sales at the till, as evidenced by reported increased purchases of the cuisine items featured on the show. For example, the episode that controversially featured squab (a pigeon that has its wings cut and is fattened up for extra tenderness prior to consumption) resulted in record sales for the same.

Prior to its featuring on MasterChef we doubt how many Australians would even have heard the word ‘squab’. Similarly, the high media profile given to the contestants and the judges and featured chefs and experts has created a ripple effect of wealth generation that is a genuine phenomenon.

The lesson is that by linking your self or your company or brand to a highly successful media vehicle – be it a complementary market brand, a celebrity or a patron, the multiplier effect can be enormous, and profitable.

In choosing your partner, though, it is prudent to think strategically and long-term, so as to avoid being caught up in the orbit of a falling star, so to speak.  Choose a partner with an established media profile, with strong industry credentials, an enviable network of contacts and whose views are influential across your target market.

Your link with them needs to be mutually-beneficial and inherently logical – such as the partnerships MasterChef developed with Coles.

By following these general guidelines, your pitch may magically be transformed, through the power of association, into a home run.

Publicity QueenYours in PR




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