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Preface to the second part of the book

The news is really terrible nowadays. You can’t watch it without rising of your hair. EM, RTA,

Some unnecessary points of view, which will be disproved then. You want to “see” it as they say. I can’t do it, so I have to change the picture on the screen so as I like.

It may go from the childish hobby of computer games. They say that the best PR specialists are those who played “Prince” in the childhood, played GTA, shot, built strategies, generally speaking, spent much time behind the computer. Since that time, they have had a habit to change themselves a picture on the screen. From the side, it looks the same: the man puts pressure on keys and, as a result, something happens on the screen. Only nowadays, we play with the brain, creating something in the creative group and then we watch the news – whether Mass Media uses our fantasy. “Our fantasy becomes our reality”, – said they in the report about PR specialists on the “Fifth channel”, which I demonstrate like my promotional trailer.

In this book, I will teach you how to put influence on the news. I may end the theme with it. And I may open it again in the mass format.

We have a point of view that when the juggler explains his tricks, his show becomes uninteresting.

But we have another point of view as well. When you say your ways, you set a new level for you and have a strong desire to be better all the time. Let they defeat you, but you will have to create something new and more effective. As a result, it is progress for both.

As Oleg Matveichev says, in order the idea takes hold of the world, you must refuse its authorship.

And saying all this, I only follow my first profession – journalist. If you know, tell! In such a way during students’ time I wrote a lot of reports: about correspondence with the help of teen’s magazines, about the work of music producer, and working a PR specialist in the team of the translation company about building of the firm from the beginning, and being a leader of the PR agency of the classical PR I also wrote a small brochure. Now I am writing a book about explosive PR, about the way I have earned since 2012. The very this year we made our brand event “RTA of 5 limousines on Kutuzovsky Prospect”.

Without exaggeration, I consider it is the best and super useful book of all my more than 100 works. That’s why what is going later – PR or something else – you will know the first.

Who is this part of the book for? Welcome, adventurers!

– For those who want to do their business very interesting.

– For innovators. In business, in marketing.

– For adventurers. In the good meaning of the word.

– For those who need to start from the very beginning and extremely quickly.

— For PR specialists, who want to understand what they actually do. And to do it at last. And to get more pleasure and more money.

Yes. Explosive PR brings pleasure and money. But money attracting customers are secondary in my point of view. We have already said that to change the rules in the market is more interesting than to sell a hundred of coaches of gravel.

Sometimes I think that explosive PR need to be sold and shown not as “services of public relations” or “ensuring of fast filling of media with free publications about you”. And for example, as an object of the artistic value. As a picture, as a film. In general, and media viruses are shot as the films: big-budget, missed deadlines, tedious waiting, as it will go and how the audience will except. Well, the applause at the end, of course.

How to make a loud PR action and not to die

The best PR is like death, nevertheless. There is something mystical in this action. It is wonderful but news about the death of the other man load with energy. And it is neither gloating delight, nor Solzhenitsyn’s “you die today, and I will die tomorrow”. The death of not a close man is a quiet spiritual holiday, which many people are shy to express. And in vain, in some countries it is openly celebrated, for example in India. In general, some deep subconscious unexpressed feeling, at least for main. And the star, who is it? It is a clever master of thoughts and an adroit showman-manipulator, who gives what everybody waits for him.

Show business knows that the best PR for the performer is his death. “Everything is PR, except the obituary”, said the performers of the old school. “Well, the obituary is also a good information cause”, said the performers today.

Adriano Celentano has died for 7 times in order to raise the sale of his disks. When the performer Robin Williams died, the sale of the singer Robbie Williams raised.

We have known by some people striking fact: in some restaurants, the tables were ordered for two following months after the murders happened there. And it made the cash-desk full, “the last café where the killed had a snack”. I say about Boris Nemtsov and “Bosco café”. The sale raised even in the places, which were on the same street where the murder of Grandad Hasan happened.

When I say these examples in the master classes, then the listeners have a silent question: “Well, do we have to die then in order to promote our business?”

Of course, you don’t! At least, physically. And what for? It is not logically. The death can and must be imitated. As in direct, so as in indirect meaning.

That’s why I named my book “How to make a loud PR action and not to die?”. You will grow thin; of course, you will drop a couple of kilos. And you have not to die, the homeland need you to be healthy and rich!

So, from this part of the book you will know:

— How to create the ideas.

— How to spread information.

— How to mention a brand in the order it will not be cut. It also concerns new counters, about which I have not said anywhere before.

Only PR does not make you full

– You come in time.

– Is it something serious, doctor?

– In a couple of days, you will recover yourselves.

Sometimes when you are interested only in PR technologies, ruling so to say over the world, you begin to forget simple things. Those are many businesses do not need PR entirely. You can succeed excellently without getting to the mass media. We have even the expression: “money likes quietness”. And we have an anecdote: the book “How to become rich and famous” is sold for 100 rubles, “How to become rich and unknown” for 1 million rubles. However, we have spheres where we cannot be without publicity. Those companies on IPO are called public not in vain.

But I would like to say about the following. If you have no idea why you need some presence in the mass media, do not start getting in touch with a PR specialist. It is useless. You have to be ready for PR yourselves. Otherwise, you will not be assured finally, only in case you will make up your mind to try something simple.

So, we have some businesses that have been promoted without PR: web firms, online games, video bloggers – all their basis and first money were got without mass media’s taking part. That’s why if you think that you “will be on TV all the time” in order to be like Alla Pugacheva, you make a mistake.

In short. I cannot get to the main point. Before trying PR and explosive PR in particular, work carefully through all the canals of the promotion: direct, SEO and the context advertising, distribution, social networks and so on. And when all these will be for you ineffective, the conversion will fall and you will feel something else (suddenly you will be pressed by somebody) or you will lose your interest towards your business, turn on the PR machine then!

If you do not need PR, it is very easy to define: if you do not have a site, you need any PR in 99 from 100 cases.

If you do not need explosive PR, I will send you to the familiar classic PR specialists.

When do the really explosive PR start?

In order to try the real power of PR, you can just send the press-release at a funny occasion. If it goes, you will get 10—20 publications, if it does not go, you will get 2—5. But at least in your region you will be written about. It will be free, remark it. The journalists need not be paid, you need to pay only the PR specialists.

In any case everything will be O.K., you will save your money where you could pay a lot. And what it is a funny occasion I will tell you later.

But the really explosive PR starts when you get to the top of news of the local “Yandex”. In the region, it is easier to do than in Moscow. Our stock was written about by the top of “Yandex” in 1—3 hours after starting. For this purpose, 5—10 portals (at weekends 2—3) have to publish your release. In Moscow, you need from 50 mass media.

If you get to the top of “Yandex” news, be considered that it is the very juice of explosive PR. Only after that you will be able to understand whether you need it or not.

I warn you, be careful. Not a generation of people depends on the “needle of popularity”. And it is not important if it is effective or not – a man with a brand become media dependent in the news at any cost! Well, it is better for me, like for the PR specialist – I have more clients. But you, hold on there!

Before you read the book, it will not be unnecessary to remind you that you have to be well-informed in PR. For this purpose, I recommend reading the following books and watching these films recommended. This is a photo of the reverse side of my business card:

Explosive PR actions

– Fake with confirmation

– Newsjacking-oglaska-pr.ru

– Mini-drama

– A virus video

– A street performance

– A media virus

– The stream of events in your profit

Top 15 books about explosive PR and not only

1. Alexander Mitta “The cinema between the hell and the paradise”

2. Oleg Matveichev “Ears wags by the donkey. Sum of political technologies”

3. Viktor Pelevin “S.N.U.F.F.” and “The pineapple water for a beautiful woman”

4. Jack Trout, Al Ries “The marketing wars”

5. John Fouls “The Magi”

6. Umberto Eco “Baudolino”

7. Sergey Fayer “The methods of strategies and tactics of the pre-election struggle”

8. Tonino Benaquista “The saga”

9. Larry Banchart “The American Character”

10. Evgeniy Gilbo “The post-industrial conversion and the world war”

11. Douglas Rushkoff “Media virus”

12. Cristopher Buckley “The green men”

13. Roman Maslennikov “The promotion of the super firm”

14. “99 laws of explosive PR”

15. “99 short reviews of the books about PR”

Look through more at the site kremlin-pr.ru