You are afraid to be ridiculous? You are afraid to be interesting? Then to a press with you not on the way. After all that such, as a matter of fact, work of the PR-manager? It not only scrupulous reading of press releases in which many like to take a great interest. First of all is a creation of information occasions, and such which can interest blase in events journalistic brotherhood. Any student names to you pair of tens "actual" and "interesting" reason, however, as practice shows, the theory is true no means always.

In my practice there was a paradoxical and interesting case when the release of large autoconcern about results of sales for a year left in one month with news about small charitable action. An essence of the action that mark Volkswagen NFZ has transferred to a zoo the special cars painted under "zebra". The release about co-operation with a zoo was accompanied by a photo of two amusing penguins against these machines

What my surprise when following the results of monitoring for a month it was found out was that striped cars became more popular than results of sales several times! Got tired of a number of similar releases with a heap of figures and percent, journalists with pleasure stopped the look in a cheerful photo and interesting news. I consider what to create a powerful and known brand is half-affairs. Second half of key to success is not to be afraid to use and do this brand more humanly. Be not afraid to make laugh and be ridiculous – businessmen in grey suits and the same ties cause for a long time already despondency.