Читать книгу Hype Yourself - Lucy Werner - Страница 7

FOREWORD

Jim Cregan, co-founder of Jimmy’s Iced Coffee

When we launched Jimmy’s Iced Coffee, we had large production runs of product with a relatively short shelf life, which meant we had to do everything in our power to get the word out to as many people as possible, as quickly as possible.

And that meant becoming the ultimate company prostitute. We sold ourselves wherever we went. We would pull people over in the street to try our product, interrupt surfers returning from the waves, accountants legging it onto the tube and more, way way more.

What I love most about PR is the actual meaning of the phrase: Public Relations. The relationship we have with the public and how we want to behave around them. It’s worth thinking about that. PR is so much more than just a black book and a hefty bill at The Ivy in return for a feature in a trade mag.

Lucy really understood what we were and what we stood for, making it an honest joy to work with her, and she generated some awesome ‘hype’ for us. If you can’t have her working with you in person, this book is the next best thing – read it, then get out there and hype yourself!