PR in Entertainment

What do you remember about this year’s NBA All-Star weekend? Dwight Howard’s Superman cape, or Lebron James’ second All-Star MVP? The answer is different. However, it is sure that the game was wonderful. More accurate, the show was wonderful. 

Howard, the tallest Slam Dunk champion in NBA history, won the contest by his Superman dress. His creativity was more powerful than Gerald Green’s dazzling actions and Jamario Moon’s proficient skills. The Slam Dunk contest has evolved from a traditional game into a performing show. 

James, nicknamed “King James” and “The Chosen One,” earned his second All-Star MVP cup with 27 points in the game. But I think the majority who watched the game would agree with me that Ray Allen should have won the honor. Obviously, James’ popularity was more important to the fans than Allen’s three-point rain. 

The NBA All-Star becomes more than a game. As for me, it is a show and a successful PR campaign for NBA. It is reported that this weekend show was broadcasted in 215 countries in 44 languages, which was a new record. Twelve media outlets from China were in New Orleans to cover the weekend show, which recalled me about the NBA’s boosting in China during the recent years. Without doubt, NBA in China is the best model in PR strategy. From the pre-season games landing in China, to Yao Ming and Yi jianlian landing in NBA, more and more Chinese people start paying attention to the big “show”, which makes NBA profit a lot. 

I have to admit that the PR campaign is successful and those All-Stars do have jobs to entertain their fans. But I still hope that NBA could stand level-headed and not be assimilated by commercialization.

After Pau Gasol heading to the Los Angeles Lakers, the latest and biggest transaction was earthquaked by Shaquille O’Neal, who had taken his personal flight from Miami to Phoenix.

The Phoenix Suns’ official web site, Suns.com, claimed this transaction as “Diesel to fuel Suns attack” this Thursday, which indicated that Suns hoped Shaq could help them step further. Shaq also showed his confidence to win the Champion for his new host together with Steve Nash.

Shaquille O’Neal, the 7-1, 325-pound four-time NBA Champion, owns a career scoring average of 25.6 points, the ninth-highest in league history, and ranks 11th all-time in scoring (25,908) in 1,013 career games. The 16-year veteran is a career 58.0 percent shooter, third-highest in NBA history, and has led the league in field goal accuracy nine times, matching Wilt Chamberlain’s all-time record.

Suns need Shaq’s “diesel powered” capability and experience to improve their interior defense and battle against other elite teams such as San Antonio Spurs. However, whether the 36-year old Shaq could catch up with the Suns’ speedy tempo is still unknown.

The “earthquaking” news did nothing to shield the coming NBA All-Star weekend but attracted more eyes on it. Although Shaq wasn’t listed as the starter, next weekend definitely will be a wonderful feast for every NBA fans.