Gini Dietrich

Public Relations for Sharks

By: Gini Dietrich | August 22, 2011 | 
174

A couple of weeks ago, I was driving to work and I heard an ad on the radio that the day marked the beginning of Shark Week.

Actually, I didn’t really pay attention to the ad; I’m sure I was flipping stations. But a few minutes later I heard THE BEST Shark Week PR.

I have no idea if Discovery Channel actually sent this to the radio stations. If they did, it seriously is the best PR ever.

There are 20 things that are more likely to kill you than sharks.

Are you ready?

  1. Obesity. Obesity kills 30,000 people every year.
  2. Lightning.Lightning kills 10,000 people every year.
  3. Texting. Texting kills 6,000 people every year.
  4. Hippos. Hippos kill 2,900 people every year.
  5. Airplanes. Airplanes kill 1,200 people every year.
  6. Volcanoes. Volcanoes kill 845 people every year.
  7. Autoerotic asphyxiation. Autoerotic asphyxiation (please don’t ask me to tell you what this is) kills 600 people every year.
  8. Shopping. Shopping on Black Friday kills 550 people every year (crazy freaking women).
  9. Falling. Falling out of bed kills 450 people every year.
  10. Bathtubs. Bathtubs kill 340 people every year.
  11. Deer. Deer kill 130 people every year.
  12. Icicles. Icicles kill 100 people every year…but only in Russia. No place else.
  13. Hot dogs. Hot dogs kill 70 people every year.
  14. Tornadoes. Tornadoes kill 60 people every year.
  15. Jellyfish. Jellyfish kill 40 people every year.
  16. Dogs. Dogs kill 30 people every year…but only in the United States.
  17. Ants. Ants kill 30 people every year. I believe this one because I’m deathly allergic to insect bites/stings…and fire ants sting.
  18. Football. High school football kills 20 people every year.
  19. Vending machines. Vending machines kill 13 people every year. Dead. Serious.
  20. Roller coasters. Roller coasters kill six people every year.

And sharks? Well, sharks kill only five people every year. And, according to the Discovery Channel, they’re always provoked by humans.

JAWS did poor sharks a serious injustice. This was very much needed PR. Respect.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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174 Comments on "Public Relations for Sharks"

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InfolinksInc
InfolinksInc
4 years 9 months ago

Great PR! Who knew about Black Friday? I think I’ll stay home and eat turkey left-overs this year instead of shopping.

BobReed
BobReed
4 years 9 months ago

Context with relative known and non-typically recognized threats. Brilliant.

autumnmthompson
autumnmthompson
4 years 9 months ago

I was a travel agent for years and one of my favorite things to tell people was you are more likely to be hit by lightning than die in a plane crash. I’m glad to know I was right!

HLeichsenring
HLeichsenring
4 years 9 months ago

Those are real great statistics. I have to use them in onw of my next key-notes…

Thanks for that – it made my day!

Kind regards from Germany

Hansjörg

adamtoporek
4 years 9 months ago

You should check your stats. I read what was in a hot dog once — I think that number is low. 🙂

KenMueller
4 years 9 months ago

You need to do a video that combines as many of those 20 things in that list as you can, and we can all watch you defy death. You can leave out the ants since you already admitted to being deathly allergic to them.

BestRoofer
BestRoofer
4 years 9 months ago

OK, I’m liking sharks more and more, except for that guy Kevin on Shark Tank (he’s just mean)!

BestRoofer
BestRoofer
4 years 9 months ago

OK, I’m liking sharks more and more, except for that guy Kevin on Shark Tank (he’s just mean)!

EricaAllison
4 years 9 months ago
There’s a reason I don’t go shopping on Black Friday! CRAZY people! Love Shark Week – it’s a hit in our house! And you’re right, great PR. I saw Jaws in the theater when it came out (I think I was 7) and holy moly did it terrify me – bad special effects and acting to boot. It took a while before I would head too far out past the breakers and only then with my Dad. Just telling Henry (my 8 y.o.) about the movie sent chills through him…yet he’ll watch Shark Week and Billy the Exterminator all day… Read more »
EricaAllison
4 years 9 months ago
There’s a reason I don’t go shopping on Black Friday! CRAZY people! Love Shark Week – it’s a hit in our house! And you’re right, great PR. I saw Jaws in the theater when it came out (I think I was 7) and holy moly did it terrify me – bad special effects and acting to boot. It took a while before I would head too far out past the breakers and only then with my Dad. Just telling Henry (my 8 y.o.) about the movie sent chills through him…yet he’ll watch Shark Week and Billy the Exterminator all day… Read more »
M_Koehler
M_Koehler
4 years 9 months ago

Oh dear…..See you thought I was crazy when I used to say that damn football team was trying to kill me back in school. Stats don’t lie!! And this does provide good evidence as to why I will never, evereverever go to Russia or hunt deer. Shopping? Well thank goodness you have provided me with something can use when Mrs K asks me to get up on Black Friday to go shopping with her. No way, my life is too valuable to be stomped out fighting with some crazed hockeymom. And #7…..

lufferov
lufferov
4 years 9 months ago

Dogs only kill people in the United States? Wow, guess I’m safe then, I live in the UK, no dogs are going to kill me, thanks for clearing that one up!

jennwhinnem
jennwhinnem
4 years 9 months ago

This is fantastic. I’m laughing aloud at work. This is in fact great PR!

ginidietrich
ginidietrich
4 years 9 months ago

@InfolinksInc Now I have a better reason not to shop on Black Friday than, “I don’t like crowds.”

ginidietrich
ginidietrich
4 years 9 months ago

@BobReed Funny, huh?

ginidietrich
ginidietrich
4 years 9 months ago

@autumnmthompson LMAO!! Did you make that up?!

ginidietrich
ginidietrich
4 years 9 months ago

@HLeichsenring I can’t wait to hear how the keynote goes after you use these!

ginidietrich
ginidietrich
4 years 9 months ago

@adamtoporek I’ve seen hot dogs made. It’s not pretty.

ginidietrich
ginidietrich
4 years 9 months ago

@BestRoofer That show is bad. It makes me hurt for the entrepreneurs.

ginidietrich
ginidietrich
4 years 9 months ago

@KenMueller I don’t know…it sounds like a lot of work to fall out of bed or let a vending machine fall on me.

KenMueller
4 years 9 months ago
The funny thing about this is that we just got back from vacation. About two weeks prior to heading to the NC beaches, there were stories on the news about 2 separate shark attack incidents not far from where we were staying, in just 18 inches of water. Never fails. I don’t fly frequently, but when I do, there is almost always a story about a plane crash right before I go. Or a roller coaster mishap before I go to an amusement park. I feel pretty safe around my dog, though I think my cat tries to kill me… Read more »
ginidietrich
ginidietrich
4 years 9 months ago

@EricaAllison That’s because they did sharks a huge injustice. I say we ban JAWS!

Marcus_Sheridan
4 years 9 months ago

I’m just trying to understand the hippo one. Do they just sit on people to kill them? Hmmm….Love it when witty human meets PR. 😉

Happy Monday Gini, thanks for making us smile. 🙂

KenMueller
4 years 9 months ago

@ginidietrich you don’t have to let it fall on you. just use the vending machine while texting in a thunderstorm. see what happens.

ginidietrich
ginidietrich
4 years 9 months ago

@M_Koehler LOL!! When anyone’s wife asks them to go shopping with them on Black Friday, I fully expect you to pull out this blog post.

ginidietrich
ginidietrich
4 years 9 months ago

@lufferov Isn’t that strange? And icicles only kill people in Russia.

ginidietrich
ginidietrich
4 years 9 months ago

@jennwhinnem HAHAHAHA! I was laughing while I wrote it. And then I made Mr. D read it so I could see him laugh. He didn’t think it was as funny as we do.

ginidietrich
ginidietrich
4 years 9 months ago

@KenMueller I guess you just need to do all of those things more. Or maybe you’re the person in Alanis Morrisette’s “Ironic.”

ginidietrich
ginidietrich
4 years 9 months ago

@Marcus_Sheridan Maybe they roll over on people who are dumb enough to get in the mud pit with them? It’s odd that bulls didn’t make the list. I wonder how many people they kill every year?

ginidietrich
ginidietrich
4 years 9 months ago

@KenMueller While driving…

KenMueller
4 years 9 months ago

@ginidietrich@jennwhinnem That’s odd. I would think Mr. D. has a sense of humor. After all, he married you…

KenMueller
4 years 9 months ago

@ginidietrich in a tank full of jellyfish

ginidietrich
ginidietrich
4 years 9 months ago

@KenMueller@jennwhinnem Ba da dum.

dough
4 years 9 months ago

I’m gonna be a bathtub for Halloween. Scary!

ginidietrich
ginidietrich
4 years 9 months ago

@dough I hope you don’t kill anyone!

dough
4 years 9 months ago

@ginidietrich I’ll keep casualtiesunder 340

M_Koehler
M_Koehler
4 years 9 months ago

@ginidietrich @lufferov It’s because of the vodka. The wonderful vodka.

M_Koehler
M_Koehler
4 years 9 months ago

@ginidietrich @lufferov It’s because of the vodka. The wonderful vodka.

M_Koehler
M_Koehler
4 years 9 months ago

@ginidietrich Oh I fully intend to. “No dear, I’m not going. I’m hung over and and read this blog. It’s full of facts like the Weekly World News. It has the 8th highest circulation in the world. Pregnant man gives birth, that’s a fact.”.

M_Koehler
M_Koehler
4 years 9 months ago

@ginidietrich Oh I fully intend to. “No dear, I’m not going. I’m hung over and and read this blog. It’s full of facts like the Weekly World News. It has the 8th highest circulation in the world. Pregnant man gives birth, that’s a fact.”.

Ali Mac
4 years 9 months ago

Vending machines?! Can’t believe those poor sharks get such a bad rap, while our 3pm snack attack can cause some serious damage. Damn you, Snickers bar! 😉

ginidietrich
ginidietrich
4 years 9 months ago

@Ali Mac LOL! You know people shake the machine to get their Snickers and falls on them and kills them.

Ali Mac
4 years 9 months ago

@ginidietrich Definitely!! I’ve witnessed a few close calls myself! Some spare change and a mean sugar craving really can create some serious motivation – I can see how it’s more dangerous than the open water! Haha

glenn_ferrell
glenn_ferrell
4 years 9 months ago

Boy that puts stuff into perspective.

You know – we’ve had major mainstream movies already on 5, 6, 7, 14, 16, 17 and a number of nice cameo roles for 20. But the rest of these wouldn’t make very good movies. Well, maybe if they were combined — say tornadoes and jellyfish — I can see the Syfy channel doing that.

Makes you think though. No one would ever stick their hand in the mouth of a shark but how many naive suckers, without a second thought, stick their hand into the maw of a deadly vending machine.

glenn_ferrell
glenn_ferrell
4 years 9 months ago

@dough Hope you don’t have to climb too many stairs while trickortreating. (Dressed my kid up as a crayon once for Halloween. Couldn’t move his legs.)

John_Trader1
John_Trader1
4 years 9 months ago

Pretty clever PR Gini, I agree. Just as an FYI, Shark Week has recently become a lightning rod for environmental conservationists that feel the Discovery channel should be focused on saving sharks rather than sensationalizing them. I’m sure they were not that tickled when they heard this ad for Shark Week. Here is an idea of what these folks think of the series — http://www.care2.com/causes/should-shark-week-focus-on-conservation.html

As you can see from the comments, this series is considered by some to be quite contentious.

KenMueller
4 years 9 months ago

@glenn_ferrell whoa. movie idea. we’ve had Snakes on a Plane, but what about Hippos on a Plane! or Jellyfish on a Plane!

KenMueller
4 years 9 months ago

@glenn_ferrell whoa. movie idea. we’ve had Snakes on a Plane, but what about Hippos on a Plane! or Jellyfish on a Plane!

SaraHamil
4 years 9 months ago

This post is not only awesome but also a little unnerving. Falling out of bed? Hot dogs? Is nothing sacred?? 😉

SaraHamil
4 years 9 months ago

This post is not only awesome but also a little unnerving. Falling out of bed? Hot dogs? Is nothing sacred?? 😉

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