Pierce Mattie Public Relations New York

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 except for Gretchen Rossi for Turbo Tax 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.