Well, not really. Despite the headaches and last-minute dramas that plague the PR industry, the best way to bring positive attention to yourself and your product is sometimes the simplest: Just do your thing and talk about it to anyone who will listen.
Of course, it helps if your name is Jerry Seinfeld. Most entertainers and media pros aren’t quite blessed with Jerry’s cache: Despite some dubious career choices, he will always be the star and co-creator of scripted comedy’s once-and-future-king, a show whose ratings will almost certainly never be surpassed in an era of splintering audiences and dwindling returns.
As Mediabistro’s newest property LostRemote reports, Seinfeld has apparently revived the struggling Sony Pictures venture Crackle on the power of name recognition alone by taking every opportunity to hype his new, extremely low-key project “Comedians in Cars Getting Coffee” (with the help of a few obscure thespians like Larry David and Ricky Gervais). Is it funny? That doesn’t really matter: It has certainly led to new interest in Crackle, and Sony now plans to develop original scripted series for the site in the interest of competing with Hulu and Netflix.
Bottom line: Seinfeld seems to have made himself relevant again, and the workload involved so far has been light enough to make even George Costanza proud.