Every day consumers are bombarded with advertising and public relations messages. With so many companies competing for limited consumer dollars, how can you get your company′s message out? Sometimes, a successful PR stunt is just what the doctor ordered! Can We Do That?! looks at real–life PR stunts that will blow your mind and inspire you to think nontraditionally and find new and creative ways to get your company noticed.
PR Guru Peter Shankman chronicles some of the most ridiculous, outrageous, and possibly crazy PR stunts of all time. Wading through the silliness to get to the root of why some stunts work and some don′t, Shankman offers a funny and insightful look at what it takes to win the game of PR. You′ll learn how and why:
- A stolen Yoo–Hoo truck became a promotional and media relations coup
- RegisterFree.com′s "Free Hour" promotion was so successful it virtually shut down Internet access on the East Coast for nine hours
- More than 100 CEOs, dot.com workers, and media figures jumped out of a plane in the name of brand visibility
- A small yarn shop in upstate New York caught on with hip city dwellers interested in eating their sweaters
- And more outrageous ideas!
Shankman looks at these and many more case studies and provides the historical background and follow–up needed to fully gauge their success. But most important, Can We Do That?! shows you how to develop effective PR campaigns on your own. Getting noticed is no easy task, especially for small businesses. This handy guide to guerrilla PR explores the tactics and stunts that work and shows you how to apply them to your own business without busting your budget.
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.