PR: Why the Hell Not?
By Stephanie Berlin

When it comes to getting a company’s name out there, many businesses invest big money in advertising to achieve this goal while short-changing or outright ignoring their PR efforts. What many companies don’t realize is that even the smallest PR tactics can garner huge results. Just look at the 2006 Texas gubernatorial race.

As of the March primaries, Republican Gov. Rick Perry had $9.4 million cash-on-hand while long-time republican and current independent candidate Carole Keeton Strayhorn had collected $8.1 million. Yet, even without the party money (he has collected only $271,000 as of March 2006), Kinky Friedman is beginning to emerge as a true contender in this year’s race.

How? With innovative tactics and an unwavering loyalty to his brand. Friedman’s original announcement in 2005 to run for governor of Texas was met with skepticism and doubt. Many believed that he was just doing it to sell more of his mystery novels. Now, however, his campaign is the subject of articles ranging from local publications, such as Texas Monthly, to national ones such as Newsweek and The New Yorker.

Much of Friedman’s press coverage comes simply from being an oddity in the gubernatorial picture, and his campaign is making sure to capitalize on this. Friedman has produced a number of inexpensive items from bumper stickers and t-shirts to a Kinky Friedman action figure to spread his message – something you won’t see from any other candidate. While more traditional candidates settle for conventional “Elect John Smith for Governor” bumper stickers, Friedman holds steadfast to his brand by offering more creative merchandise. Slogans include, “Why not Kinky?” “My Governor is a Jewish Cowboy,” and “Why the Hell Not?”

Friedman upholds his brand on his Web site where he publishes his “Kinkytoons.” The promotional cartoons are similar in style to the JibJab cartoons that became popular during the 2004 presidential election. A cartoon Kinky, complete with black Stetson and cigar in hand, outlines his policies in parody and song with appearances by Texas celebrities such as Willie Nelson and the Dixie Chicks. And in today’s environment of YouTube, iFilm and other viral video sites, Kinky has found a relatively inexpensive method of keeping his name fresh in the minds of his target audience.

Even at his public appearances, Friedman never wavers from his brand. Whether it be his traditional outfit (a long-sleeved black shirt, alligator boots, a black Stetson, a leather fringe vest and a Montecristo No. 2 in hand) or his famous one liners (“I’ll sign anything but bad legislation”), Friedman never makes the mistake of straying from his key messages. As Willie Nelson said in an interview with The New Yorker, “They want to know how honest you’re gonna be, and I haven’t seen him back off on anything.”

Friedman has even faced and overcome what would be career suicide for many individuals. He was caught on videotape taking a drink from a can of beer in the lead car at the Dallas St. Patrick’s Day Parade – a violation of Texas’ open container law. In a world where every minor offense is blown up in the news media, Friedman’s transgression has been largely forgotten. Instead of flooding the media with numerous, pointless releases issuing apologies, he instead stayed true to his own brand of wit saying only, “Here’s my explanation. I was drinking it … but I did not swallow.” By remaining true to his brand, Friedman maintained his image as the loveable, Jewish, cowboy, gubernatorial candidate. As Evan Smith, editor for Texas Monthly, said, “… the guy is a brand without peer.”

And Friedman’s tactics are working. In local polls, such as the one conducted by the Dallas Business Journal, Friedman is typically far ahead of any other candidate. The Dallas Business Journal asked “If the Texas gubernatorial election were held today, who would you vote for and why?” Of 887 responses, 45 percent said they would vote for Kinky, and responses ran the gamut from his being an independent to his being a “conservative activist.” Friedman is even performing well statewide. In a SurveyUSA poll that asked the same question, Friedman went up five percentage points between May 19 and June 23, coming in second only to Perry, the incumbent. 

Friedman has enjoyed more media attention than all the other candidates combined, and all thanks to creative PR and staying loyal to his brand, himself. The same techniques can work for any brand, any business. So my question to you is: Why the hell not?

E-mail the author: Stephanie Berlin

Click here to e-mail this article to a friend.

Archived Articles