Читать книгу Explosive PR. Secrets of Outrageous PR-Stunts from Russia with Love for Positive News - Igor Szucs - Страница 12

Explosive PR is not the trivial “blatant PR stunt”, though that is what it is. Explosive PR just sounds better, doesn’t it?

Explosive PR takes place every time 30 to 100 or more free features about your company are released within 1-2-3 days.

I don’t know how it works abroad, but in Russia, business people often wonder how PR can boost their sales. I’ll explain everything statistically, although figures are boring. I tackled explosive PR to avoid extensive explanations and reports. Everything is seen with the naked eye. For instance, our news is in the TOP-10 YandexNews. What other coverage evidence do you need? This is the best KPI to be dreamed of in PR: hitting the TOP-5 news of the main information and news source – the search engine used by more than 70% of Runet users.

Our other news topped the Google: Trends of the Day – “A schoolboy wins a night with a porn star in the CS: GO game”

What other explanations and reports are needed to defend the maxim that PR affects sales, albeit indirectly?

Similar claims are made on explosive PR as well, but how on earth can you measure its impact on sales? I came up with a metaphor. Just imagine coming to a premiere or a Super Bowl game, or the NHL finals, or a popular stage production of a Broadway musical.

You needn’t imagine yourself a businessman because this is what you are, so you watch a game or a stage production, the brilliant play of the actors, and have fun.

Can you see how this might affect your sales? There will be some effect, but you are at a loss for precise estimation. The sure positive effect is feeling fine, experiencing a catharsis, and having deep moral satisfaction.

Now imagine being in the center of that game, the main star who scored a decisive goal or a winning touchdown. What do you feel?

Extreme, a surge of adrenaline, your heart leaping for joy. It’s a rush and a kick for you. In the same token, explosive PR is about the INNER STATE.

Apart from a higher conversion rate, the number of brand queries, coverage, etc., the main benefit of explosive PR is the new inner state.

And this is real buzz or bliss-out worth experiencing at least once in a lifetime.

And like my friend and Nietzsche wannabe Anthony “The Inquisitor” Kirsanov would put it, whatever does not kill us can be tried once again!

Theoretical Framework of Explosive PR

Explosive PR did not originate out of nowhere. However, this is how it is now perceived by my numerous rivals. The number of explosive PR agencies keeps growing. Yet, there are only five real professionals in this trade: Anton Vuima, Oleg Voronin, Maksim Perlin, Misha Chernyshev, and Oleg Matveychev4, the guru of all gurus.

Explosive PR has a host of friends: newsjacking, guerilla marketing, viral video, flash mob, pranks, art actionism, cats, sexvertising, experience-marketing, shockvertising, mem-marketing, memjacking, ambush-marketing, hashtag jacking, and marketing shticks.

Works of fiction and cinematography, rather than related areas, that motivated me to tackle explosive PR. Here is the best theoretical framework for those who want to be fearless of explosive PR:

– Wag the Dog movie – a screen adaptation of Larry Beinhart’s American Hero,

– The Black Mirror series,

– The Absolute Power mini-series,

– Christopher Buckley’s Little Green Men,

– Ears That Wag the Ass, a book by Russian authors who are currently employed as Kremlin spin doctors

The authors of the above-listed works present PR as it should be: salient, creative, and stunning, but it is nothing like that. In agencies and corporations, PR comes down to press release mailing, press tours, and conferences. I was bored doing these kinds of things for 10 years, so I decided to return the original sense to PR: foolhardiness, recklessness, and flamboyancy. If these are present, PR is destined to be efficient.