100 Great PR Ideas: From Leading Companies Around the World (100 Great Ideas)

CONTENTS......Page 4
INTRODUCTION......Page 8
1 CREATE A CRISIS TEAM......Page 10
2 DEFINE YOUR OPPONENT......Page 12
3 DO GOOD BY STEALTH......Page 14
4 PULL A STUNT......Page 16
5 SET AN AMBUSH......Page 18
6 BE HUMOROUS......Page 20
7 KEEP THEM WAITING......Page 22
8 HOLD A COMPETITION......Page 24
9 WRITE A REVERSEPYRAMID......Page 26
10 RUN A MEDIA EVENT......Page 28
11 CATCH THEM YOUNG......Page 30
12 PRESS YOUR JOURNALIST......Page 32
13 THINK SMALL......Page 34
14 KNOW YOUR JOURNALIST......Page 36
15 BE CONTROVERSIAL......Page 38
16 BE PROMINENT ON GOOGLE......Page 40
17 BE THE BRAND......Page 42
18 DEVELOP ALL THE ANGLES......Page 44
19 CREATE A PHOTO OPPORTUNITY......Page 46
20 CREATE A FEATURE......Page 48
21 WRITE A FEATURE......Page 50
22 PIGGYBACK YOUR STORY......Page 52
23 RUN WITH THE RUNNERS......Page 54
24 CREATE GOODWILL IN THE SEASON OF GOODWILL......Page 56
25 TAKE THE FIGHT TO THE ENEMY......Page 58
26 BUILD A CORPORATE BRAND......Page 60
27 MOVE TO THE THIRD LEVEL OF SPONSORSHIP......Page 62
28 INVOLVE YOUR STAKEHOLDERS......Page 65
29 SPONSOR SOMETHING IN B2B......Page 67
30 WRITE A NEWSLETTER......Page 69
31 TAKE CONTROL OF YOUR INTERVIEWS......Page 71
32 LET PEOPLE RIP OFF YOUR IDEAS......Page 73
33 JOIN A TRADE ORGANIZATION......Page 75
34 TELL THE WHOLE STORY......Page 77
35 WRITE A LETTER......Page 79
36 GET YOURSELF ON THE EXPERT COMMENTATOR LIST......Page 81
37 GIVE A SPEECH......Page 83
38 THINK LOCAL......Page 85
39 S**T HAPPENS......Page 87
40 STIMULATE DEBATE......Page 89
41 BE CHEEKY......Page 91
42 WRITE A CASE STUDY......Page 93
43 RUN A SURVEY......Page 95
44 INVOLVE THE EMPLOYEES......Page 97
45 DEVELOP YOUR NEWS SENSITIVITY......Page 99
46 LINK YOUR PR ANDYOUR ADVERTISING......Page 101
47 BRING YOUR ENEMIES INSIDE THE TENT......Page 103
48 GO WHERE PEOPLE WILL SEE YOU......Page 105
49 BE BOLD IN A CRISIS......Page 107
50 CATCH YOUR CELEBRITY EARLY......Page 109
51 LOOK FORWARD......Page 111
52 FIND A FREELANCER......Page 113
53 GET YOUR NETIQUETTE RIGHT......Page 115
54 WATCH YOUR BACK......Page 117
55 GO AGAINST THE FLOW......Page 119
56 DO SOMETHING VERY, VERY PECULIAR......Page 121
57 PUT IN SOME STYLE......Page 123
58 BRING IN THE SCIENTISTS......Page 125
59 DO SOMETHING INCONGRUOUS......Page 127
60 MOVE FROM THE GENERAL TO THE PARTICULAR......Page 129
61 MOBILIZE YOUR FORCES......Page 131
62 LET YOUR ENEMIES TALK......Page 133
63 TEXT YOUR CUSTOMERS......Page 135
64 PHOTOGRAPH THE BENEFICIARIES, NOT THE BENEFACTORS......Page 137
65 CONSUMER SCIENCE SELLS STORIES......Page 139
66 BE QUIRKY......Page 141
67 END IN -EST......Page 142
68 CREATE SOME “HOW-TO” TIPS......Page 144
69 BAD NEWS TRAVELS FASTER THAN GOOD NEWS......Page 146
70 DEVELOP A COMPANY HISTORY......Page 148
71 GIVE A GIFT THAT REALLY DOES SOMETHING......Page 150
72 PROFILE YOURSELF IN WIKIPEDIA......Page 152
73 JOIN LINKEDIN......Page 154
74 USE TESTIMONIALS......Page 156
75 AUCTION SOMETHING......Page 158
76 SPONSOR SOMETHING FOR YOUR CUSTOMERS......Page 160
77 PUT YOURSELF ON YOUR WEBSITE......Page 162
78 CHECK OUT THE BLOGS......Page 164
79 PARTNER WITH A CHARITY......Page 166
80 ENTER COMPETITIONS......Page 168
81 BECOME SUSTAINABLE......Page 170
82 USE TECHNOLOGY FOR CRISIS MANAGEMENT......Page 172
83 GET THE SEARCH ENGINES WORKING FOR YOU......Page 174
84 GET YOUR OWN DOMAIN NAME......Page 176
85 USE A LOOKALIKE......Page 178
86 BLOGS ARE YOUR FRIEND (1)......Page 180
87 BLOGS ARE YOUR FRIEND (2)......Page 182
88 COME FLY WITH ME......Page 184
89 SEND A PHOTO OF YOURSELF......Page 186
90 GRAB ONTO SOMETHING UNPOPULAR......Page 188
91 WATCH TV......Page 190
92 UPSTAGE YOUR COMPETITION......Page 192
93 THINK OF THE CHILDREN......Page 194
94 TELL THEM ABOUT YOURSELF......Page 196
95 TAP INTO VALENTINE’S DAY......Page 198
96 PIGGYBACK ON CELEBRITY NEWS......Page 200
97 KEEP IT SHORT(SOMETIMES)......Page 202
98 CREATE A TOP TEN LIST......Page 204
99 DO A RANDOM ACT OF KINDNESS......Page 206
100 GET ON YOUTUBE......Page 208