hen it comes to your business or product, the amount of "heat" you apply to your publicity campaign can be the difference between success and failure.
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Too much publicity heat and you'll "get burned", not enough publicity heat and your campaign won't be "well done". Believe it or not, parallels drawn between publicity and heat/fire can help you determine the right "temperature" for your PR campaign.
I like to think of publicity campaigns in three "publicity degree" categories: Flash Fire Publicity; Controlled-Burn Publicity; Firefighting Publicity. Each has its proper time and place - and can be used accordingly to benefit your business.
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