chapter  5
16 Pages

Buzzworthy PR

WithGraham Goodkind

How many times have you heard the phrase ‘and then we can go and get some good PR on that’? It has normally been spoken by someone who believes that the 30-second television spot is the only thing there is when it comes to consumer communication, and that their most humdrum, run-of-the-mill, seen-it-a-hundred-times-before ad campaign can make it onto the front page of the tabloids. Unfortunately, these people still remain, probably in the majority, in the marketing industry.