Phoenix PR Consultant: Most Companies Riding Viral Trends Like ‘Kiss Cam’ Are Missing the Message
- Resilience PR
- Jul 20
- 2 min read
PHOENIX, AZ (July 20, 2025) — As viral social media content like the Coldplay concert “kiss cam” scandal and AI-generated influencer Mia Zelu’s Wimbledon posts grab headlines and rack up likes, Curt Mercadante, founder of Phoenix, Ariz.-based ResiliencePR, says the real question is whether those posts are building long-term authority, or just feeding the algorithm.
Okay, so you got a bunch of likes sharing the infamous ‘kiss cam’ footage or hyping an AI influencer’s tennis glamour… but did your audience come away knowing the unique value you provide?” Mercadante said in a LinkedIn post.
The Coldplay “kiss cam” incident, which exposed a tech CEO’s awkward moment at a July 16 concert, generated over 10 million social media impressions, while Mia Zelu, an AI influencer, amassed 50,000 likes for her fabricated Wimbledon courtside photos, highlighting the fleeting nature of viral fame.
Mercadante said an authority brand isn’t built on likes alone, it’s built on consistently communicating a message that speaks directly to a defined audience.
“Whether you’re a small business, a large corporation, a non-profit, or a political campaign, you provide unique value to your target audience,” he wrote.
While high-engagement content may get temporary attention, Mercadante said that it often gets lost in the sameness of the feed. Instead, he recommends a focused strategy: repurposing key content into news articles, press releases, and long-tail SEO pieces that work well beyond the momentary social media buzz.
That approach, he said, is what sets ResiliencePR apart, helping clients deliver the right message, through the right media, to the right audience.
Mercadante concluded with a light-hearted nod to social metrics: “If we get some likes along the way, great. My ego will feel great. But my ego also likes when we get more paying clients.”
About Resilience PR
Resilience PR is a Phoenix-based public relations agency helping small businesses share their stories and reach the right audiences with clarity and impact. We specialize in strategic messaging, local and national media outreach, and tailored PR campaigns that build lasting visibility and credibility. Whether you’re launching a new venture or growing an established brand, Resilience PR provides hands-on support to elevate your presence and protect your reputation. Serving clients across Arizona and beyond, we bring a resilient, results-driven approach to every campaign.
CONTACT:
Curt Mercadante
Founder, ResiliencePR
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