What is opportunistic press?
Have you ever heard this term before, opportunistic press? I have heard it a few times and I say it a lot. But there isn’t a Wikipedia definition that pops up when you search it. There is nothing in urban dictionary about it. It actually comes up as fragments when you Google it. So what does this mean and why is it relevant to small consumer businesses?
Let me reframe the question. Have you ever seen a tabloid photo of a celebrity walking down the street carrying a beverage? There is a decent chance that this is a staged photograph and the celebrity is being paid as an organic endorser of this product.
Opportunistic press is similar to product placement for real life. These can be staged photos with a paparazzi photographer that a celeb has a relationship with. Or, if the celeb is highly photographed wherever they go, it can be as simple as the celeb carrying the product around until a brand is associated with their image.
The point of opportunistic press is to generate PR and get a brand into the tabloids. This is often a line item in a contract and is considered an obligation when the contract is executed. When you want to get people buzzing about a product, a celeb endorsement is one of the best ways to do it.
Here are some examples of opportunistic press:
Lindsay Lohan drinks Neuro
Kim Kardashian & Khloe Kardashian leave Barry’s Boot Camp
Chris Pine drinks Vita Coco
Ashley Tisdale carries Soul Cycle bag
