Jack Myers inspired me to write this short post because it's important for you to know why I think Paris Hilton is worth paying attention to. The reason is simple: she knows how to market herself and build attention. In a world where everyone is trying to do that in some way, or frustrated that they can't, Paris Hilton's figured out how to get herself known. Anyone in PR would be stupid not to pay attention to her, but guess what, that's what we get in some corners, dumb behavior.
But, as I wrote in my webpage article The Marketing of Paris Hilton" she holds a lesson for anyone in the attention-getting industry:
Paris Hilton is an international superstar. And what did Paris Hilton do? Well, nothing. "I came to New York when I was 16 years old, and I got invited to all of these parties all the time." Indeed, this was the case. Think about it for a second..or a minute. Paris Hilton is not an actress. She's not a politician. She's not an athlete. She's a young, attractive heiress with a yen for partying. And she did this in the media capital of World.
But even more, Paris made herself available to the people she met "out-and-about." Stars, agents, photographers, and anyone who was someone--and that was just about most of the people -- at an A-List party.
Then, just as Paris was planning to launch a TV show that has since become one of the most popular in America, the infamous "sex tape" video was released and became perhaps the most sought after amateur product on the Internet. Instead of reducing Paris' star status, it increased it dramatically. Now (and aided by the steamy Carl's Jr. commericial) Paris Hilton's name is the most looked up online according to the Lycos 50, which tracks the most popular keywords looked up. As of this writing -- June 13, 2005 -- It's currently ranked number one. It's been on the list for 82 weeks. Think about that. There are 52 weeks in a year. Double that is 104 weeks. That means Paris Hilton has been on the Lycos 50 Elite for almost two years. That's longer than all but a few established stars.
Paris' status as a celebrity is unquestioned. But the question is, what can a sports marketing specialist learn from this? The answer is everything.
To learn more, read my article.
But the bottom line is that the reasons I like Paris Hilton are the same one you hate her for. That's terrible. But when you wonder why you don't get noticed for the good work you do, think about your ill-will toward Paris Hilton and consider a change. You'll get what you want if you do.
