“Advertising can only maintain brands that have been created by publicity.”
This can be the summarized sentence of the well-known book “The Fall of Advertising & The Rise of PR” by Al Ries and his daughter Laura Ries. Even though I do not agree with many points they present, especially the notion that creativity cannot bring sales, I still find the idea of the function of advertising and PR useful. The book is over-extreme at the idea of the falling role of advertising, but it is right about how brands should communicate itself to the public: not anymore the one-way advertising, but a shift towards building “conversational ability” of the brand.
Keeping the PR-ability in mind, I find myself filled with ideas when reading online newspapers. Not a rocket discovery to many people, but the publishing media is the number one inspiration source for a potentially viral creative idea. To plan a successful WOM campaign, imagine what Headline it would appear on the press, whether you as viewers would be clicking on the headlines.
This post acts as a storage for future use only, saving links to articles that opens up the inspiration for a PR stunt.