When a band gets big enough to create a regular buzz in their music scene, it usually has a lot to do with their Public Relations (PR) approach or strategies. We can see this through watching the rock documentary, Mistaken for Strangers, which is a documentary about the nationally acclaimed band from Brooklyn, The National. The movie was an idea of the brother of lead singer, Matt Berninger. Tom Berninger, Matt’s brother had been invited to tour with his older brother’s band during their High Violet tour. The film mainly focused on Tom and his relationship with the band and particularly his relationship with his brother. Watching this film, I didn’t really change my perception of The National’s music. Although, I always think it is so cool to see what a band does while on tour. I was expecting a lot more partying and hilarious interactions with each other. The band seemed to drink lots of wine though. I don’t know if this is to attract more hipsters to listen to them or show the world that they are ‘mature’ and ‘responsible’, which they seem to be according to the film. The only person who showed the most traits of irresponsibility was Tom actually. In my opinion, I think this is what made the movie that much more entertaining. I personally found the movie to be a bit boring for my tastes. However, I can say that I learned a lot about The National and that they are just as human as anyone else.
Was the film a success from a PR perspective? Well if the movie gained an opening spot at the Tribeca Film Festival in 2013, I definitely think it was. The film was incredible advertising and publicity for the band not only for the fans but anybody who is a fan of indie rock music. According to George Rodman, “public relations is defined as the art or science of establishing and promoting a favorable relationship with the public”. Though this can apply it anything that casts a public image, it definitely makes sense in the idea the band had for releasing this film. Would I say Tom Berninger is a good fit for the PR industry? Probably not. Did his contributions of the film help elevate the band’s image and publicity? ABSOLUTELY. I think having a good PR team is essential to your band, business, brand, political campaign, etc. Oscar Wilde once said, “There is only one thing in life worse than being talked about, and that is not being talked about.” This is probably the mantra that the PR industry goes by. I feel that The National’s PR team wants people to see the band in a more human way than an idolizing, worshiping way that many other bands seem to have. They did a good job in getting the film out to the public. Unfortunately for me, it didn’t change my opinion much on their music but I do have a great amount of respect for the band and the musicians that make the group.
Source: The Picture of Dorian Gray by Oscar Wilde
Mass Media in a Changing World by George Rodman
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