Can We Do That!: Outrageous PR Stunts That Work -- And Why Your Company Needs Them / Edition 1by Peter Shankman
Pub. Date: 12/05/2006
Fresh new publicity strategies from a maverick PR genius Even people who don't know Peter Shankman's name probably know his work. A PR consultant to such companies as Snapple, Discovery Channel, and Napster, Shankman knows how to get businesses and their products noticed. In today's highly competitive advertising market, where consumers are bombarded with messages… See more details below
Fresh new publicity strategies from a maverick PR genius Even people who don't know Peter Shankman's name probably know his work. A PR consultant to such companies as Snapple, Discovery Channel, and Napster, Shankman knows how to get businesses and their products noticed. In today's highly competitive advertising market, where consumers are bombarded with messages all day, it's difficult for products and companies to grab the attention of consumers. Can We Do That? shows readers how to develop PR campaigns that force people to pay attention. In it, Shankman shares some of the outrageous and outrageously successful media events he has created for clients and how well they worked (or didn't). For innovative companies looking for equally innovative ways to get their message out, Can We Do That? is the ultimate resource. Peter Shankman (New York, NY) is CEO of The Geek Factory, Inc., a marketing and PR strategy firm located in New York City. He has been profiled or quoted in the New York Times, the Wall Street Journal, and Fortune, among other prominent media outlets.
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Table of Contents
Chapter 1. Who Am I, and Why the Heck Should You Listen to Me?
You don't know me from anyone-but I'm known. And I've gotten my clients known. Who am I? Why should you listen to me?
Chapter 2. PR Basics.
What IS PR? What is GOOD PR? What is BAD PR? What makes reported want to listen? What makes them want to shut you off and block your e-mail from their system? What makes reported and the public happy? What makes them unhappy?
Chapter 3. Coming Up with the Off-the-Wall Idea, and Making It Stick.
Talking about how no to be afraid of reaction to an idea, the beginnings of how to think differently, ways to get into that kind of think-different mindset, getting out of the office and into a good brain...ROAR to get your idea approved!
Chapter 4. Coming Up with and Implementing the Big Idea-Part One.
WebDive 2000 and our first of many "ARE YOU INSANE?" comments.
Chapter 5. Coming Up with and Implementing the Big Idea-Part Two.
The Flying Fingers Yarn Bus-Best Campaign of 2005.
Chapter 6. Coming Up with and Implementing the Big Idea-Part Three.
The AirTroductions Launch-One website, over 250 media outlets around the world.
Chapter 7. Coming Up with and Implementing the Big Idea and what Happens When It's Too Successful?
The RegisterFree.Com Free Domain Name Hour-Or, how to shut down the Internet.
Chapter 8. What Happens When You Lose Your Voice?
Legal has just told you to shut up. Or a 60 Minutes crew is waiting in your lobby. No matter how much fun PR is, there's always crisis management to think of. A Primer.
Chapter 9. You Don't Have to run Over Someone to Get Press.
It's not about celebrity all of the time. In fact, sometimes it can be, just by note being.
Chapter 10. What Happens When Your Perfectly Thought-Out Plan Hits a Snag?
When your parachute opens and you get spun around, line twists are often the result. Kicking out of them tends to work and get you down safely. Here's how to kick out of potential snags that could leave you hung up.
Chapter 11. Putting It All Together.
Wrap-ups, what we've learned, what if something happens that we didn't talk about.
Chapter 12. The Resources Section!
Places to get more info, websites, mailing lists, groups, organizations, etc.
and post it to your social network
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