Can We Do That?! Outrageous PR Stunts That

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.

Peter Shankman is the CEO of The Geek Factory, Inc., a marketing and PR strategy firm, whose clients have included Snapple Beverage Group, Napster, and the Discovery Channel. He is also CEO of AirTroductions, the Internet's first in-flight dating and networking service. He lives in New York and frequently speaks at trade shows and conferences on PR, marketing, and creativity.

Acknowledgments

ix

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

1

(10)

You don't know me from anyone–but I'm known.

And I've gotten my clients known.

Who am I? Why should you listen to me?

CHAPTER 2 PR Basics

11

(22)

What IS PR?

What is GOOD PR?

What is BAD PR?

What makes reporters want to listen?

What makes them want to shut you off and block your e-mail from their system?

What makes reporters and the public happy?

What makes them unhappy?

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

33

(18)

Talking about how not to be afraid of reaction to an idea, the beginnings of how to think differently, ways to get into that kind of think-different mindset, getting out of the office and into a good brain...ROAR to get your idea approved!

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

51

(18)

WebDive 2000 and our first of many 'SIRE YOU INSANE?" comments.

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

69

(18)

The Flying Fingers Yar it Bus—Best Campaign of 2005.

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

87

(20)

The AirTroductions Launch—One website, over 250 media outlets around the world.

CHAPTER 7 Coming Up with and Implementing the Big Idea and What Happens When It's Too Successful?

107

(20)

The RegisterFree.com Free Domain

Name Hour—Or, how to shut down the Internet.

CHAPTER 8 What Happens When You Lose Your Voice?

127

(18)

Legal has just told you to shut up.

Or a 60 Minutes crew is waiting in your lobby.

No matter how much fun PR is, there's always crisis management to think of A primer.

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

145

(18)

It's not about celebrity all of the time.

Inflict, sometimes it can be, just by not being.

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

163

(14)

When your parachute opens and you get spun around, line twists are often the result.

Kicking out of them tends to work and get you down safely.

Here's how to kick out of potential snags that could leave you hung up.

CHAPTER 11 Putting It All Together

177

(16)

Wrap-ups, what we've learned, what if something happens that we didn't tall; about.

CHAPTER 12 The Resources Section!

193

(12)

Places to get more info, websites, mailing lists, groups, organizations, etc.

Index

205

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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Can We Do That?! Outrageous PR Stunts That Work -- And Why Your Company Needs Them

Summary

Author Biography

Table of Contents

Supplemental Materials