Written by Margaret Trtryan
*SPOILERS: Please note this includes some Game of Thrones spoilers from seasons one through four.*
With the season premiere just a couple months away, here are some of the most important PR lessons we’ve learned from Game of Thrones.
People don’t forget something that is truly great…even if there is a 10-month hiatus.
Brands and organizations waste too much time focusing on releasing and distributing content on a regular basis when they should be focusing on providing greater quality content. One great piece of content is worth more than a dozen meh pieces of work. Game of Thrones keeps fans waiting for what seems like forever, but when they do come back with a new season they make a huge impact both in terms of marketing/public relations and overall content.
Sometimes your audience isn’t going to embrace change, so you have to make sure to give them something that they want more than what they’ve lost.
Prime example: The Red Wedding episode tore out all our hearts but then fans got something they wanted from the very beginning; the end of Joffrey! George R.R. Martin’s strategy also works from a public relations standpoint. Some things are inevitable; you just have to be prepared to counter it with an approach that is beneficial and worthwhile to your audience.
Mainstream isn’t always the way to go. Just think about how House Tyrell made a huge play while we were all focusing on Lannisters, Starks and Targaryens.
The reason Game of Thrones is able to stay so relevant throughout a 10-month hiatus is because of the continuous online conversations among fans. Whether it is fan-art, cosplay or message boards filled with theories, spoilers and conspiracies, people continue discussions online and through social media. As seen with this franchise, sometimes your audience can do much more for your brand than any form of mainstream media ever could. Look to your fans when you can because they will be your biggest champions.
Last but not least: Branding Strong.
Game of Thrones writers and producers know and understand their brand, and they never divest from it. It’s not conventional and they’re not afraid to go there. Villains become heroes, heroes become villains and main characters are killed off so quickly that you don’t know what hit you (e.g. Ned Stark). The franchise stays true to its brand throughout all platforms; the books, the television series and all other material. Once you find your brand identity, stick with it and be consistent in communicating that to your audience.