Читать книгу Explosive PR. Secrets of Outrageous PR-Stunts from Russia with Love for Positive News - Igor Szucs - Страница 13
Contents
“PR Needs More Balls!”
ОглавлениеWhen I heard Fred Cook’s5 coined phrase “PR needs more balls’6, I knew I wasn’t the only one concerned with PR desalination.
“My outlook on the future of PR is simply that PR needs more balls and I translate balls to mean courage. As PR people, we are known for swimming in our swim lanes and playing nice in the sandbox,” he said. “But this is our opportunity to not play so nice in the sandbox.
We’re looking at whether the term PR is still the right term.
It needs a broader definition to include everything we do, and we have to do a lot to change minds and show what we’re capable of”7.
In this book I’ll tell you how:
– ideas launch new businesses,
– I come up with ideas,
– the info explosion or splash is achieved,
– you “seed” news,
– explosive promo actions are conducted,
I’ll also share cases from my portfolio.
5
CEO of Golin, a global PR firm. Author of Improvise – Unorthodox Career Advice from an Unlikely CEO and Director of the USC Center for Public Relations. http://www.unlikelyceo.com/
6
About three-quarters of respondents said PR would become even more complex in the next five years and subsequently, only a quarter said this would make their jobs more fun. http://www.prweek.com/article/1417320/fred-cook-pr-needs-balls
7
Public speech at the Institute of Public Relations Research Symposium in New York.
