What NASCAR Drivers Can Teach PR Pros

Professional race car drivers know that if they can edge their cars right behind the car in front of them on the race track they can take lower their fuel consumption significantly.

In essence, a car cutting through the air creates a miniature vacuum behind it as the air swirls to the back of the vehicle. If another car enters this swirling vortex it is (in essence) partially pulled along by the lead vehicle, hence lowering the fuel usage by the following car. This lowered fuel consumption occurs because of the principle of drafting.

PR professionals can also use the principle of drafting (or slipstreaming), and there’s an excellent example of this on Business Wire today.

Creek Park Pictures today announced in a news release that it’s going to hold a special pre-screening in Salt Lake City tomorrow evening, December 12, of its forthcoming film, “A Mormon President,” with a panel discussion on “Anti-Mormonism in America” following immediately after. (By the way, what an attention-grabbing headline for the release: ‘Anti-Mormon feeling is alive and well in America–and I know why,” says documentary Producer/Director, of Creek Park Pictures.” Very powerful headline.)

In the release, Adam Christing (producer/director of the documentary) says that he “thinks millions of Americans have an ‘Anti-Mormon’ bias,” a conclusion he believes was “confirmed by Lawrence O’Donnell’s stunning tirade against the Mormon faith over the weekend on PBS’s McLaughlin Group.” (If you want to view the segment, you might watch this segment first and then this segment next.)

In case you’ve been in a cave for the past year or so, Mitt Romney (former Republican governor of Massachuesetts, head and savior of the 2002 Winter Olympics, successful investor/businessman and devout member of the Mormon church [officially known as The Church of Jesus Christ of Latter-day Saints]) is running for the office of U.S. President. And by most accounts, he appears to be faring well in his efforts.

Nevertheless, in an apparent move to address rising concerns by some vocal fundamentalist Christians that he belongs to a cult, Romney delivered a speech last Thursday entitled “Faith in America.”

There was a ton of media coverage before, during and after the speech, and in my opinion the long-lasting effects of the speech will probably not be understood until sometime next year at the soonest. (For more PR/marketing commentary on Romney’s speech, see the yesterday’s post from Jonathan Bacon — “Timing is not the only thing…“.)

In the midst of this brouhaha about Romney, faith in America and the Presidential election, here comes this announcement from Creek Park Pictures about “A Mormon President.” By all appearances, “A Mormon President” is Creek Park’s only film to date and the formal screening is slated for December 19 in Los Angeles.

However, by holding a special pre-screening for the documentary tomorrow in Salt Lake City, followed by a panel discussion, Creek Park is certainly drafting behind the nationwide interest of the media and citizens about Romney, Mormonism and the pending election.

I suspect all of the major media outlets in Utah will have at least one reporter or news crew covering the pre-screening. Additionally, I will not be surprised to see several national and/or international media outlets on hand as well.

Regardless, the simple and straightforward press release announcing the pre-screening and the panel discussion is certain to raise visibility for both the film and the production company. And that makes this press release a strong example of the principles underlying The Betty Factor. Bravo!

So what lessons can PR professionals learn from today’s release from Creek Park Pictures?

1. When possible, look for an opportunity to draft behind a media maelstrom. A Presidential election is a perfect example of such an opportunity, and Romney’s “Faith in America” speech provided a perfect storm for Creek Park.
2. Write a hard-hitting, controversy-packed headline. Controversy sells with journalists; so do short headlines. But if you can’t write a short/pithy headline, at least lead with the most controversial content.

Any PR pro who follows these concepts will be well on the way to creating major media buzz for her/his company or client.

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