Contents
- What is Yellow PR?
- The Significance and Goals of Yellow PR
- Methods of Yellow PR
- Risks and Consequences of Yellow PR
- Conclusion
What is Yellow PR?
Yellow PR is a brand promotion strategy based on creating provocative, sensational, and scandalous materials that can attract the audience's attention. This term is primarily used in Russia and the CIS countries, where its equivalent is "yellow press" — media outlets that use bright and shocking headlines to draw in readers. The main idea of yellow PR is to organize an event or launch rumors that will have a bright and memorable headline in the news.
The Significance and Goals of Yellow PR
The main objectives of yellow PR are as follows:
- Attracting audience attention.
- Increasing the number of publications and mentions in the media, blogs, and social networks.
An example can be the news about the advertising integration of the online store "Perekrestok," which caused a wide resonance in the press. Journalists criticized the well-known personality, Ksenia Sobchak, for using the topic of a political action for her own interests. Company representatives did not confirm the approval of the scenario but noted that they were ready to consider this experience in the future.
Methods of Yellow PR
The methods used in yellow PR can be quite diverse and often relate to provocation on sharp topics. The main ones include:
- Statements on controversial topics: Celebrities or company representatives voice their opinions on pressing issues, which often causes public resonance.
- Outrageous advertising materials: Brands resort to unethical jokes or provocative images that become subjects of media discussion.
- Promotions with provocative conditions: Some promotions can offend customers, which also attracts attention.
- Scandalous events: Outrageous behavior or public scandals can quickly become news and attract media attention.
- Leaking provocative materials: Accidental or intentional leaks of personal data of famous individuals can provoke a strong public reaction.
Yellow PR is actively used in show business, where stars and bloggers employ ambiguous statements, information leaks, and rumors about their personal lives to attract attention to themselves.
Risks and Consequences of Yellow PR
Despite its effectiveness in attracting attention, yellow PR carries serious risks:
- Negative public reaction: Part of the audience may condemn and criticize the brand for provocative actions.
- Reputation damage: A company may become associated with negative events or scandals.
- Customer boycotts: In the case of widespread dissatisfaction, customers may refuse to purchase products, leading to decreased profits.
For example, a scandalous advertisement about hiring a famous rapper to work in a bank attracted the attention of young people but also elicited mixed reactions and discussions in society.
Conclusion
The use of yellow PR requires a careful approach and risk management. Provocations based on scandals and misinformation can lead to negative perceptions of your company and even legal disputes. Therefore, it is important to apply ethical PR methods that do not violate the law and do not infringe on the rights of others. This will help maintain a good reputation and customer trust.
As a PR manager, I strongly recommend avoiding the use of yellow PR if your company or brand aims for long-term relationships with customers and the preservation of reputation.