Kim Kardashian: It's about the Buzz

Kim Kardashian is everywhere.

When you're out walking in the city and you happen to pass a news stand, you'll find her there, looking at you from various magazine covers.

Whether its traditional or current media, Kim Kardashian uses whatever is at her disposal to maximize her exposure, which in turn builds up her brand and drums up profits for her projects. You read about her in newspapers and magazines. You see her in television shows and movies. Some days, you listen to her in radio interviews. She does the talk show circuit every now and then. She has co-authored a book with her siblings, so you'll find her in bookstore shelves as well. On top of that, she is also active with publicity events, especially with photo ops. She has this uncanny ability to always land on the front cover. Every single move of this young lady is reported by the media, although some people are quick to say, "publicity stunt!"

As I blogged in my previous post "Kim Kardashian: Social Media Queen", Kim uses the Internet for social networking, micro blogging, blogging, photo and video sharing and social bookmarking. She is particularly very active in Twitter, possibly brought on by the number of followers she has. With such a high number of followers, it's definitely a good idea that she keeps in touch with them and keeps her Twitter profile active, so they'll keep following her.

What's more, in personal interactions with people I know, her word-of-mouth appeal is just as compelling. Everyone who has anything to say seems to have PLENTY to say about Kim - whether it's good, bad or just plain mean.

Yet this busy entrepreneur continues on, despite whatever gets written or said about her.

The "Kim Kardashian" brand targets young women. She recognizes this, and responds accordingly. She greets fans "dolls" when interacting with them. She presents herself as a "girl friend", a non-threatening one at that, who simply wants to listen to what you have to say. Ask her anything you want to know and she'll be there for you.

On TV, some episodes of "Keeping Up with the Kardashians" present body image issues that ends with them making a statement on accepting one's body. It seems as if they truly understand that most women want to feel good about themselves. Then again, how ugly could these Kardashians be if they made it on TV and grace magazine covers? Yet despite advocating that women should accept their body, Kim and her siblings do endorse QuickTrim.

The "Kim Kardashian" brand's overall personality is one of glamour and fashion. She understands the irresistible pull of images, and knows how to target her audience. Her products include fragrances, watches, and a fitness workout series - anything that will improve one's image. Her fragrance website includes links to her official website, Facebook, Twitter and MySpace profiles. Her watch website has a "Connect with Kim" link that leads you to sign up for the newsletter. Her fitness workout series surprisingly does not have the typical social networking links.

Based on these merchandise, it seems like Kim Kardashian is fashionable, elegant and fit. With her product endorsements, she serves up fantasy - buy these products and you'll become like her. What young woman wouldn't want to be fashionable, elegant and fit?

Overall, her current media relations strategies can be summed up in two words: media bombardment. She uses both traditional and new media in promoting her brand's reputation. The plan seems to be "always keep yourself in the headlines and you'll be fine." Right now, it's mostly buzz marketing that keeps her brand moving forward. Sure, she's a social media queen with plenty of followers in Twitter and Facebook. Yet there is definitely room for improvement, perhaps by way of an integrated media relations plan.

I'd like to see less of her in the media since she's running dangerously close to overexposure. As a business person, the last thing she needs is for people to get tired of seeing her all over the place. Perhaps she should take a step back, and give all of us a chance to actually wonder, "what's Kim Kardashian up to nowadays? She's been quiet lately." I admit, I do give her kudos for her blog post on the divorce ("A Message To My Fans"). It wasn't in the form of a press release, but more like a personal heartfelt letter.

And yet I fear the day when she actually has a proper media strategy in place. If she's successful already by merely getting by on what works, then how much more successful will she get when she has a proper strategy in place?