UPDATE DECEMBER 19, 2011
Ragan.com, a communications group, has predicted the demise of Eastman Kodak, citing my article here:
UPDATE JANUARY 19 KODAK ANNOUNCED ITS PLAN TO FILE FOR BANKRUPTCY
Updated Article:
Jill Zarin did not have a million dollar endorsement deal with Kodak, as she claimed on the Thursday, June 16 episode of the Real Housewives of New York. Her claim that cast mate Ramona Singer blew the deal for her was as bogus as a three dollar bill. The Kodak event was merely a stunt gone wrong. Jill loves re-writing history to make herself look more important than she is. Too bad it never works for her.
Here’s the original article from May 1, 2010:
Kodak’s Horrific Reality of Using the Housewives for PR Stunts
Goal: Launch the Kodak Gallery Online
Strategy: Appoint a reality TV star to boost consumer interest by placing them in a room with a bunch of editors
Method Used: Retain Jill Zarin + friends
ROI: Bad behavior in front of the press accompanied by very negative remarks about the Kodak company and its stock value.
We sat in total horror last night watching Jill Zarin’s event for Kodak. As the housewives slung mud and carried on like school girls in the cafeteria, the Bravo team failed to edit out the negative remarks said about Kodak. They came mostly from Ramona Singer. The dialogue mounted as Ramona asked Jill why she would want to associate herself with such an antiquated brand. From a PR standpoint – we felt bad for the team at Kodak. Whatever PR firm put this on must have wanted to die.
It brought up a good question. Are these reality stars appropriate for endorsement deals when communicating messages? If you haven’t noticed, none of the housewives have landed any high paying brand ambassador deals. Though they are good at hawking their own products on the show; jewelry, t-shirts, makeup, etc. Do they understand corporate alliances and the art of crafting the right message?
Where was the PR team who wrangled this mess through the front door to pull the plug and ask the ladies to shut up? Why would you appoint Jill Zarin whose hypocritical, bitter, nasty attitude has done nothing but spew evil for the better part of the season to be a spokesperson for your brand? Who thought that one up? We would love a few names.
The bottom line here PR folks is be very careful who you bring on board to co-communicate your PR strategy. We wish the Kodak team the best in cleaning this mess up. If they want to borrow a mop, we have several.
from Pierce Mattie
Bravo is responsible for allowing the tape to roll, couldn’t they have edited Ramona Singer’s comments out?
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In the long run Ramona was right, maybe Kodak should hire her instead. she seems to know a lot more about business. Not the most tactful, but savvy
I sure hope not. They are a big customer of ours. Jill needs rehab man. Shes a real wackadoo! Who lies about something like this?
Sorry, it’s just this has been going on for so many days now. Post wvetaher you like Mel.
The whole thing is very interesting. I follow Jill on Facebook and I was waiting to hear something that would clear up what happened. But this article pretty much does it. Hum.. I don’t know if we will ever know all the details of what really happen!?
I think Jill sold herself to Kodak as the “breakout star” of the show. Kodak neglected to properly research her claims of popularity. Regardless of Ramona’s comments, Jill is not a likable character..
I’m much more interested in WHY Jill said she would score a $1 mil deal with Kodak.
Let’s just say Jill successfully defended Kodak’s image & stock price to Ramona on film – would Jill have gotten a deal?
Or if Ramona hadn’t said a word about Kodak- would Jill have gotten a deal?
I doubt either scenario would have resulted in an “endorsment deal worth millions & millions” with Jill Zarin.
Jill was merely talking out of her ass on the last episode, there was no Kodak deal, as the article points out. There was never a deal at all.