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Oscars and Emmys: How to Win Even If You Lose

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It has long been postulated that award shows are more about popularity than actual performance. That may be true, but it's also not totally unexpected in a world where "good" is subjective and "great" is definitely in the eye of the beholder.

Regardless of whether or not there is any truth in these speculations, the Oscars and Emmys are prime opportunities to increase one's PR quotient, win or lose. While much has been, and will be, written about both the winners and the losers, PR is measured in more ways than just winners and losers.

In many ways, the most noise of the Oscars came when Bradley Cooper snapped a selfie with Ellen Degeneres, Brad Pitt, Jennifer Lawrence and a host of other Hollywood royalty. The picture illustrated a changing of the guard in Hollywood, a message drilled home by yet another picture. One that shows all the stars posing for the shot while Silver Age golden girl, Liza Minnelli, could not quite get in the frame.

The Oscars also serve as a barometer of public consciousness. Cultural issues that are hot at the time always make it on stage and into speeches. The nominee that best captures those issues in those moments, carries that PR win with them for years. This year's "in the moment" PR winner had to be Jared Leto, who, in resurrecting an old cause, also personified a very "now" issue. While he won an award, his PR moment is likely to be more remembered.

Speaking of timing, Bill Murray won that PR principle hands down with his touching, off the cuff, eulogy for his longtime friend, Harold Ramis. Delivered with typical Murray aplomb, that moment will be remembered as one of the most goosebump-inducing of the event.

At the 2013 Emmys, Jeff Daniels of The Newsroom, surprised nearly everyone by beating out Bryan Cranston of Breaking Bad, for best actor. But the victory was short-lived. Cranston may not have won the trophy, but he won the hearts of viewers. The Newsroom got a notice of cancellation and Breaking Bad was tapped by many as the best TV drama of all time. Legacy wins like this are huge.

On the same night, The Colbert Report finally beat The Daily Show for Outstanding Variety Series. While the award was well-deserved and ended a decade-long streak for Jon Stewart, it coincided with Stewart's creeping transformation into "legitimate news" in the eyes of his viewers. Where Colbert is lauded as hilarious and insightful, Stewart is beginning to be described as a modern day Twain. This level of legitimacy gives Stewart a signature status among comedians, a level only a few ever reach.

In many ways, impact matters more than status. You might be declared a winner but if you aren't remembered, how much weight does your win carry?

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Ronn Torossian, CEO of 5W Public Relations has attended countless events -- but never the Oscars or the Emmys.

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