WHEN REPRESENTATION MATTERS! – RACE, CULTURE AND SOCIAL CLASS IN PUBLIC RELATIONS

GOLDEN OPPORTUNITY – 

PR MISSED!

WHEN REPRESENTATION MATTERS KNOW YOUR ROLE PUBLIC RELATIONS

 – A story that made you laugh and cry with highs and lows, light and dark. A pace that fixed you to your seat with your eyes pinned to the screen!

HOME, leaped onto the big screen with children’s eyes-wide open, captivated by one of Hollywood very rare creations. A film that represented a positive representation of a black animated female human character, for the very first time.

The Public Relations communication team missed a golden opportunity to make the film, HOME attract a wider more diverse audience. The potential of attracting movie goers from an emotional stand point. Unfortunately the marketing of this film and the PR strategies was conflicting and confusing. The key message was not clear and the synopsis for the film was varied. This inevitably impacted the Box Office in sales and movie goes like myself and my  children, who did not quite know what the film was about. 

The film was released in cinemas across the world in 2015 during the North American school Spring Break. I, like so many had no real clue what the story was about because of the confusing marketing campaign that used the alien to attract cinema goers. 

The significant fact was the story of the little black child which was the leading main character in the film, and this was a rare occurrence, for Hollywood. 

The importance and the significance became apparent once I saw the film and understood the story which was confused by all the marketing of the alien. The key message of this film was confusing and so the decision to make animation film using a black animated character went unrecognized by many in Hollywood. In hindsight I question if the film makes got caught up with the fact Rhianna was acting/voicing the lead and this was the used in the marketing messages.

Yet race, identity, culture and social class was not strategically considered in their planning process surrounding this film. This was a missed opportunity of attracting also a more diverse audience as well as the existing audience that is predominant white in North America. Of course this would change depending on where geographically you are in the World, but was taken for granted. The PR campaign was ineffective and confusing it was difficult to understand what the story in the film was about.

A missed opportunity PR!

This was a GOLDEN OPPORTUNITY for my three little girl to bear witness to a main character looking just like them BLACK. When representation matters is when you have what is often a stereotype turned around and made positive without even noticing. But when your children say “she looks just like me!!” Suddenly the importance was recognized and the shear opportunity, creative advantages and loss of potential revenue became more and more apparent.  The importance of race, culture, social class and identity was engrained in the walls of the theatre as the movie closed and yet in the 21st Century we fail to consider the obvious,  when race, culture, social class is the very essence of the film is missed by professional public relations or just played ignorant to the factor of race, culture, social class, and identify played in this film.

The curtains came down and the children clapped and proceeded to request a visit to MacDonald for the toy in the children’s happy meal. It was a mark in Hollywood history when Hollywood got star struck by Rhianna.

WHEN REPRESENTATION MATTERS AND PUBLIC RELATIONS TEAM FORGET THEIR ROLE

When you have a little girl who was bright, intelligent and courageously takes to the skies in search of her mother, assisted by a little alien Ooo and that happens to be black with a slight accent, it was no accident!

The significance was Race, Culture and Social Class and this was not at the forefront of the minds of the movie makers and shaker. BUT should have been at the minds of the Public Relations team, but was a GOLDEN OPPORTUNITY MISSED.

The question:-Where was PR? Where did they find the human story in this?

How did the outcast alien character who destroys and saves the world with the assistance of a little girl who has become his friend? The reason for this decision is not clear and the marketing choice to use the alien figuring even further confused me as the character is not very nice person to the little girl initially and told lies.

Vs.

The little girl is lost in a world destroyed by aliens and in search for her mother assisted by an alien outcast. Along the journey in search she becomes friends with the aliens who destroyed the very place she called HOME.

The PR plan was not thought through and unsuccessful and ineffective. The decision for their choice is very unclear because of the heart felt human story was available using the little black girl in search of her mother.  A child lost and alone in a city destroyed by aliens. Will she find her mother?  What will become of this little girl? Will the aliens take her away?

A confused marketing plan. No focus and confusing marketing strategy.

There was certainly not enough BUZZZZZZZ created by media and an ineffective communication strategy executed.

What could have Public Relations do better and was this…..?

Ignorance?   OR  Just a missed a golden opportunity?