Peter Shankman

Can We Do That?!

Outrageous PR Stunts That Work -- And Why Your Company Needs Them

• Broschiertes Buch

Produktbeschreibung

What would you do to get your business noticed?

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.

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14504392000
• 1. Auflage
• Seitenzahl: 224
• Erscheinungstermin: 1. Dezember 2006
• Englisch
• Abmessung: 229mm x 152mm x 13mm
• Gewicht: 285g
• ISBN-13: 9780470043929
• ISBN-10: 047004392X
• Artikelnr.: 22315132

Autorenporträt

Peter Shankman is the CEO of The Geek Factory, Inc., a marketing and PR strategy firm, whose clients have included Snapple Beverage Group, Napster, and the Discovery Channel. He is also CEO of AirTroductions, the Internet's first in-flight dating and networking service. He lives in New York and frequently speaks at trade shows and conferences on PR, marketing, and creativity.

Inhaltsangabe

Acknowledgments. 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. Index.