Instant buzz: The basics of scoring real-time PR

Oreo acted fast during the Super Bowl and set social media on fire. Here’s how you can do it, too.

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For these sweeping national media events such as the Super Bowl, the Grammys, the Academy Awards, and so on, PR people had to focus on the pre- and post-event happenings from red carpet arrivals to after-party wrap-ups.

Now it happens in real time, and we have to prepare for anything and everything. Oreo capitalized on the moment with speed and finesse, whipping up an image it shared on Twitter minutes after the power outage at this year’s Super Bowl.

Power out? No problem.…

— Oreo Cookie (@Oreo) February 4, 2013

By the time play had resumed at the Superdome, the image had been retweeted thousands of times.

At the same time, some public figures shot off ill-advised tweets. Former FEMA chief Michael Brown offered this tweet, which created an angry backlash:

Someone just told me there was fighting going on in the NOLA Superdome. #shocked

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