100 Great PR Ideas. From leading companies around the world

KNOWING YOUR OPPONENT is one thing—defining them in the minds of your publics is another. Most PR exercises are about defining the organization in the minds of its publics, but this is only half the story, especially when one is confronted with a persistent opponent who cannot be placated.

The problem is made worse by the fact that people often identify with the underdog, which means that direct attacks on opponents are very likely to backfire.

The idea took off, and she now posts a new “episode” every Sunday. Eager YouTube viewers “tune in” each week to watch her paint, and she now has a worldwide following.

An artist named Valentina from California decided to expand interest in her work beyond galleries. She wanted the opportunity to explain her thinking, and show people the process of making the artworks, so she had herself filmed actually painting a new work, and giving a running commentary.

Most editors keep a file of “briefs.” These are small stories, a hundred words or less, that can be used to fill odd spaces

TYPICALLY, PR PEOPLE will tend to write lengthy pieces explaining absolutely everything about everything, and covering all the points.

Develop a separate biography for journalists.

One advertising agency devised a series of tips for producing media-savvy kids.

Set up a Google Alert using the name of the journalist you think would be the most useful to your business

Some lookalikes practice sounding like the real celeb, and all will turn up dressed appropriately.

Looking like Pierce Brosnan or Jennifer Lopez might be a great thing in a nightclub or when speed-dating, but it also means that the person can make a good living appearing at PR events.