Honestly…|an honest take on the world of PR and other things by Cindy Ronzoni

Today was spent having short chats with many of my press friends who are wrapping up their upfront stories or jetting back from NY. Hearing from them brought back a bushel full of memories of a time when I used to be apart of those all-important meetings when I was at a broadcast network. The Upfronts were, up until this year*, the most crucial event and the number-one priority of the year. All work all year-long pointed toward that third week in May. I remember planning for the next year’s event on the plane ride home from the event. There is so much work involved in the production of the event and yet so much work the eye will never see. Which leads to me to the title of this post, Cat and Mouse.

In the world of PR, it is often our job to make sure that we do not draw attention to plans that are underway. And, when that’s spoiled it’s our responsibility to dissuade the press when the plans have somehow become known. The Upfronts are the best example of the cat and mouse game. The network (mouse) has to go through incredible covert plans to make sure that the press (cat) does not catch wind of a show being picked up. Networks wait until the last moments possible to inform producers and actors that they need to be on a plane to New York the next day. Sometimes networks send these creative folks to NY anyway and then tell them two hours in advance that they have been picked up. Why all the secrecy? They want the information to appear fresh in the eyes of the audience (in this case-advertisers). They want them to be surprised and marvel at the great show. And believe me - being in the audience is incredibly entertaining and its impact is powerful. The nets want the advertisers to rave about their shows to their clients and also top their competition.

I will probably discuss the cat and mouse analogy more in upcoming blogs. It’s one of my favorite aspects of the job and although, I get frustrated when the cats find out where the mouses are…but at the same time I’m glad when they do. For they are only doing what they are meant to do…that’s their job.

Enjoy this Tom and Jerry image.
*Due to the writer’s strike this year, the Upfront presentations were downsized this year. Many nets threw smaller breakfasts and other gatherings as opposed to the traditional all out shindigs.