Make the Most of Your Viral Moment
Four tips to take advantage of your 15 minutes of fame.
If there is one thing we can all agree on, it’s that you can never predict what will go viral. Toni Brattin, wig designer and on-air QVC guest beauty expert, experienced this firsthand, when a not-safe-for-work (NSFW) slip-up caught the attention of the internet and then the world. While many people get their 15 minutes of fame from a viral moment, few can capitalize on that attention the way Toni did.
As a PR strategist, I see Toni’s approach to managing attention and her resulting opportunities as a masterclass in making the most of a viral moment. Here are four lessons anyone can learn to ensure they don’t miss their moment when they find themselves unexpectedly in the spotlight.
1. Embrace the moment
Everyone gets tongue-tied, speaks too fast, or makes an embarrassing slip sometimes, but it’s the people who know how to embrace it and potentially even laugh at themselves who bounce back.
When Toni slipped, you can see the moment she realized there was no glossing over the slip-up. But instead of getting embarrassed, she laughed about it through the segment. She did a response video when Jimmy Fallon called it out on The Tonight Show, and she even pinned the original video to the top of her social media feed.
Nowadays, few expect or want the traditional, stoic, unshakably professional Walter Cronkite-style public figures. People want to know the person on screen is the same person off screen. So whether the moment calls for compassion, shock, or even laughter and not taking yourself so seriously, lean into it.
2. Strike while the iron’s hot
The energy and buzz around a viral moment can feel like they will last forever, but your 15 minutes of fame will expire faster than you think.
When you have the public’s attention, you don’t have time to sit back, consider your options, and strategize a six-month plan. Think of the attention like momentum; you can either ride it or lose it. Prioritize opportunities and interview requests that align with your goals and get comfortable putting yourself out there.
Try not to overthink it, and don’t assume that the public will hang around to hear from you when you’re ready. They will just move on.
3. Build bridges across mediums
While your viral moment may start on one platform, it doesn’t have to stay there.
Toni capitalized on the video’s virality by using the attention to connect across different mediums. She used her interview with TMZ to get herself invited for a guest appearance on The Tonight Show, and even partnered with celebrity Chris Appleton on a reel.
In an attention economy, everyone wants a piece of the spotlight. So when it’s shining on you, other brands, platforms, and personalities across mediums will not only be interested in featuring you, but will reach out to collaborate. Go with it!
Just because your audience primarily connects with you on LinkedIn, QVC, or the nightly news broadcast doesn’t mean you are limited to one platform. Creating partnerships across digital, print, radio, or TV exposes you and the partner to a new audience.
4. Be prepared
Toni Brattin is a seasoned professional with years of television experience. She was prepared to navigate the slip-up, and she expertly used it to elevate her brand and grow her audience. Even someone with great public speaking skills would struggle to replicate her masterclass.
A trustworthy, experienced PR team can make the difference between using your viral moment as a springboard to your goals and simply as a momentary boost on a trampoline. From media training and fielding requests to chasing opportunities that elevate your brand, PR is a powerful tool for managing the moment well.
Whether your viral moment was born from a popular social media post, a powerful interview, or an NSFW slip-up, take a few notes from Toni Brattin’s playbook. Take hold of the opportunity with both hands and don’t be afraid to let it expand and elevate your profile.
