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Posts Tagged ‘Star Trek’

Pepsi’s New Bottle Is Ready for Its Close-Up

The public relations industry has all sorts of niche specialties and compelling areas of expertise, but for those interested in branding — and packaging in particular — the news that Pepsi is updating its bottle design is a big deal. Packaging geeks are like Star Trek fans; they take what they love very seriously.

And they should. Brands ranging from Heinz to Chanel to POM to Maker’s Mark define themselves at least in part through their packaging. In cases like these, the public can easily identify the brand just by looking at the bottle. Pepsi, of course, wants to be a youthful brand — parlance for a hip and carefree edginess that hopefully sells itself to one’s equally cool peers — and hopes to leverage that image with a new “asymmetrical” bottle.

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Storytelling for Media Professionals

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Beam Me Up?: Apple’s iWatch to Debut in 2013

The most compelling aspect of working in the public relations industry is that we sometimes make decisions based on intuition. We’re not always right, of course, but it is part of the job.

Like meteorologists, we look at developing trends and prevailing conditions, combine that information with our knowledge of past behaviors and established algorithms, and make an educated guess as to how the weather—in our case the public—is going to act. PR is part art, part science.

So when a legendary and coveted brand like Apple makes any sort of decision, most of us assume it’s the right one. You can’t argue with success, and Apple has had more success than just about any brand on the planet. It is difficult not to become excited when Apple makes a major announcement, as it recently did in revealing that its long-awaited iWatch will debut in 2013.

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Yes, The White House Is Full of Sci-Fi Nerds

The press, which happens to consist of a bunch of nerds, gave President Obama a bit of flack today for supposedly confusing the Star Wars “Jedi Mind Trick” with the Star Trek “Vulcan Mind Meld”, thereby creating the “Jedi Mind Meld” meme during a speech on some extremely important topic that we’d rather not think about right now. But the White House communications team was more than ready:

Hey Oreo, looks like the folks in government know a thing or two about “real-time marketing”. And yes, the “mind meld” URL does link to a page detailing the President’s deficit reduction plan. The team may not have been as quick on the draw as Han Solo or the cookie guys, but they did paint their sci-fi critics as “a bunch of stuck up, half-witted, scruffy-looking Nerf herders.”

Studio Screens New Star Trek Film for Dying Fan

Star Trek Into Darkness ParamountPromoting a Hollywood blockbuster is a massive project, especially when you’re working with a very well-established franchise. Sometimes it’s tough to break through the media onslaught and let your core fan base know how much they mean to the property.

Today Hollywood fantasy man JJ Abrams, whose Star Trek Into Darkness will undoubtedly be one of 2013′s biggest sequels, scored a bit of great PR that almost—almost—makes us forgive him for all the hours we lost to Lost.

Star Trek is one of the most resilient entertainment franchises around, due in large part to the oft-mocked intensity of its biggest fans. Right around Christmas, one of those fans posted a heart-breaking request to the Reddit Star Trek subgroup on behalf of a friend whose wife describes him as an “amazingly healthy film buff” who recently received a devastating diagnosis: a severe vascular tumor that leaves him with “weeks to live.”

The man had a very specific wish for his remaining days: to see Star Trek Into Darkness before its official release in May. The post made its way around the Internet after Christmas, and today brought news that Abrams had seen the request and responded. According to the sick man’s wife, he already attended a private screening of the film nearly six months before its official release date. We are very impressed by Abrams’s response–and by the Star Trek web community’s ability to rally around one of its own.

This is kind of a no-brainer, guys. The move doesn’t just make JJ Abrams look like a nice guy; it makes him look like a director who understands and values the passion of his biggest fans. That’s enough to make us smile and leave us looking forward to the film’s May debut. Well played.

PR Boomerang: America Welcomes William Shatner Back to Priceline


Go ahead, make fun of Germany’s infatuation with David Hasselhoff. But before you scoff at how campy an entire culture can be, let’s direct our attention inward and examine America’s infatuation with William Shatner—who, incidentally, will be returning as Priceline’s “negotiator” in upcoming ad spots.

That’s right, Priceline knows that America has a strangely loyal relationship with Shatner. The fact that his character will return as spokesman after literally dying in a fiery crash earlier this year brings us a level of joy we haven’t felt since the return of the McRib. PR experts, of course, want to capture the secret behind America’s love for Shatner so they can replicate it, package it and profit from it over and over again.

But we’re hard-pressed to define or explain our nation’s collective affinity for a man who has taken us to the final frontier and back for more than 40 years. Read more