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PUBLIC RELATIONS 101: WHAT EVERY
ADVERTISING EXEC SHOULD KNOW ABOUT PR
By Paul Maccabee, as appeared in the July 2004 issue of Format
"Today, great brands are built with PR; it's the end of advertising domination," chortles Richard Edelman, CEO of Edelman PR Wolrdwide (hey, you didn't think such a quote would come from an advertising exec, did you?) Although the title of Al and Laura Ries' 2002 book "The Fall of Advertising and the Rise of PR" overstates the case, it's now undeniable that public relations has seized a decisive role in today's marketing mix...
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(PDF 69k)
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GOOD PR HUNTING: CHOOSING THE RIGHT PR AGENCY
FOR YOUR COMPANY... THE FIRST TIME
By Paul Maccabee, as appeared in the November 2002 issue of Upsize Minnesota
Every week in Minnesota, at least one company like yours engages in a business ritual that can be as chaotic as the Running of the Bulls in Pamplona. They are selecting a public relations agency...
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(PDF 81k)
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TOP 10 UTTERLY AMAZING RULES OF MARKETING CREATIVITY
By Paul Maccabee, as appeared in Marketing Communications: Integrated Theory, Strategy & Tactics published 2002 by Pentagram Publishing
1. There are no rules of marketing creativity.
2. Remember that creativity isn't an end product -- it's a process.
For marketers, the creative process consists of free associating, breaking rules, thinking like a child, seeking alternatives, altering perceptions, connecting the unconnectable and flipping old ideas upside down...
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(PDF 72k)
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