for pro marketing work, i mix old school/new school PR/marketing into a formula designed to:
1) tell a story with interestingness
2) amplify the positive reactions
3) mitigate negative with nuance
4) magnify to appear larger/mightier /different
5) show we are aware through (obsessive)
participation
a few tactics:
* write press releases like a jouro article
* provide images resources widely/freely
* publish early and often to “host” conversation
* reward helpers with cultural treats
* provide channels and “listen” to gripers
* but ignore trolls (even when you wanna kick in balls)
* for event: spend little, talk lots
* show up online as many places as possible
* track search/has/social trends and hop aboard
* define best practices and (pretend to be) thought leader
* know google-fu and spend time on semantics
* establish a distinct voice and vocab across team
* set up processes to manage/log/magnify coverage rapidly