BOOK EXCERPT: HYPERCREATIVE PR by Darren Shuster, CEO of Pop Culture PR
Foreword by Mark Hughes, Author of Best-Selling Buzzmarketing (Penguin Press)
It’s been 10 years since Buzzmarketing was published. Translated into dozens of languages around the world, the book encouraged marketers to do things unconventionally and creatively to have greater impact with fewer dollars. Well, the more things change, the more they stay the same. While traditional newsrooms have contracted or folded, and new media and social media have created totally new information pathways, the rules of the game have stayed precisely the same.
The elements of the story continue to dictate the success of any PR campaign. Different technology buttons are pressed, and things are shared more easily and differently, but word-of-mouth is still the name of the game. And the makings of a great story have not changed. In fact, headlines and words are increasingly vital because consumers are staring into 5-inch screens and headlines require a click decision of the news does not travel very far.
In my book, Buzzmarketing, I wrote about the “6 Buttons of Buzz,” including: Taboo, Unusual, Outrageous, Hilarious, Remarkable, and Secretive. These buzz drivers continue to dictate a PR company’s breakout success. In 2014, it’s even more important than ever to use creativity instead of high dollars. It’s even more vital to explore buzz marketing strategies, regardless of the new pipes that have been created to distribute the content.
Which content drives eyeballs? Which stories are most shared? What does creative PR look like in practice? Small companies and big companies all want the Holy Grail: Global PR that doesn’t wipe out your entire annual marketing budget. It’s really about story-telling and building interest in the details of the story — rather than chasing the latest flavor in the social media world.!
Many things will change, and the opportunities will only increase, but the need for creativity in PR will remain a constant.