Can We Do That?! E-Book

Peter Shankman

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 295

Veröffentlichungsjahr: 2011

Beschreibung

This fun and friendly book looks at real-life PR stunts that will blow your mind and inspire you to develop innovative and creative ways to get your company noticed. PR guru Peter Shankman chronicles the most ridiculous, outrageous, and possibly crazy PR stunts of all time--explaining why some work and others don't. This is a funny, insightful guide to winning the PR game.

Leseprobe

Table of Contents

Title Page

Copyright Page

Acknowledgments

CHAPTER 1 - Who Am I, and Why the Heck Should You Listen to Me?

OBJECT LESSON: WHO DO YOU REMEMBER?

CHAPTER 2 - PR Basics

GOOD PR VERSUS BAD PR VERSUS NO PR

SO WHAT DO WE DO?

IN PR, AS IN LIFE, TAKE ADVANTAGE OF OTHER PEOPLE’S STUPIDITY

GETTING THE MEDIA TO LOVE YOU

CHAPTER 3 - Coming Up with the Off-the-Wall Idea, and Making It Stick

PETER’S TOP SIX RULES FOR ALLOWING YOURSELF TO BE CREATIVE AND COME UP WITH ...

RESPONSIBILITY

OPPORTUNITIES

AWARENESS

RESULTS

CHAPTER 4 - Coming Up with and Implementing the Big Idea—Part One

WEBDIVE 2000: THE INTERNET COMMUNITY’S FIRST-EVER SKYDIVING TRIP

CHAPTER 5 - Coming Up with and Implementing the Big Idea—Part Two

THE FLYING FINGERS YARN BUS—ARE THOSE KNITTING NEEDLES IN THE CENTER LANE?

CHAPTER 6 - Coming Up with and Implementing the Big Idea—Part Three

THE WEBSITE THAT LAUNCHED 20,000 PLANES . . . AND COUNTING.

SO YOU’VE GOT A BIG IDEA

CHAPTER 7 - Coming Up with and Implementing the Big Idea and What Happens When ...

HOW TO SHUT DOWN THE INTERNET FOR A NIGHT USING ONE PR STUNT

CHAPTER 8 - What Happens When You Lose Your Voice?

HOW DO YOU DO PR WHEN YOU’RE NOT ALLOWED TO TALK?

WHAT YOU SHOULD BE DOING WHEN THERE ISN’T A CRISIS CURRENTLY ENGULFING YOUR WORLD

MORE THINGS TO DO THAT SHOULD GO WITHOUT SAYING BUT ARE INEVITABLY FORGOTTEN

CHAPTER 9 - You Don’t Have to Run Over Someone to Get Press

HOW THE SIMPLE ACT OF TURNING 30 PRODUCED THE GREATEST BIRTHDAY PARTY OF THE YEAR

CHAPTER 10 - What Happens When Your Perfectly Thought-Out Plan Hits a Snag?

CHAPTER 11 - Putting It All Together

CHAPTER 12 - The Resources Section!

GOOGLE

BLOGGITY, BLOG BLOG

WHAT DOES THAT MEAN?

I WANT TO TALK TO YOU NOW!

WHAT TO READ

WHAT TO READ OUTSIDE OF PR

FINALLY, GET ME OUT OF THIS OFFICE!!

INDEX

Copyright © 2007 by Peter Shankman. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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ISBN-13: 978-0-470-04392-9 (paper) ISBN-10: 0-470-04392-X (paper)

ACKNOWLEDGMENTS

Thanks to all of my clients, especially those who didn’t kick me out after I spewed forth some truly insane ideas.

BS and SWM, thanks for being my mentors. Everyone needs one; I got so incredibly lucky to have you both.

Thank you JH for believing in me from the start, and never ever stopping, even when I gave you reason to.

To my employees over the years, I hope I’ve kept it fun.

Thanks to my editor, Emily Conway, for emailing me one day out of the blue and saying, “So have you ever thought of writing a book?”

Finally, Mom and Dad, thanks for . . . wow, I don’t even know remotely where to start. It would double the size of the book. So just . . . thanks. I love you both.

CHAPTER 1

Who Am I, and Why the Heck Should You Listen to Me?

You probably don’t know me from Adam, but I am known. The media knows me, and more importantly, they know my clients. So I’m here to tell you why you should listen to me.

So you’ve bought this book. (Or you’re sitting on the floor at a bookstore reading it while sipping a latte.) Either way, you’re looking for a different way, a better way of marketing your company, your business, or yourself. You’ve listened to all the “PR Professionals,” the “Publicists,” and maybe even taken a course or two.

You’ve learned how to craft a press release and fill it with your latest company news or events. You’ve come up with a catchy boilerplate and made sure you listed the right contact information. You double-checked the date in the first paragraph, and confirmed all the numbers with your CFO.

You spent a week writing the release, got it cleared by your company lawyers, got a quote from your CEO, printed it on company letterhead, and sent it out to all the editors and reporters in your city.

Finally, it’s the moment of truth. Your company has earthshaking news, a major announcement. You’re ready to tell the world.

And then you wait.

And the tumbleweeds blow by your desk, and the crickets chirp.

And there’s not one story.

And you’re left explaining why—to your bosses, to your shareholders, to your partners, to your clients.

This is not fun. In the PR world, the scientific term for what you’re going through is, “This sucks.”

We’ve all been there. The town of No Press. It’s a lonely place, full of confused publicists who thought they could make it on a press release alone. It’s like a retirement home for PR people who didn’t have what it took. Meanwhile, journalists, savvy publicists, and the public are all watching, shaking their heads, saying, “He sent a press release addressed to ‘Dear Editor.’ He never had a chance.”