Sword and the Script

What if NYC Made WTC BASE Jumping an Annual Event?



by Frank Strong

What if NYC Made BASE Jumping an Annual Event

In 2013 three BASE jumpers snuck into the World Trade Center in the wee hours of the morning, climbed to the top, and jumped off with parachutes.

The trio filmed the stunt, were later tracked down by authorities and charged with criminal offenses including a felony.

About two years later, in June 2015, the three were acquitted of the felony but found guilty on lesser counts. The bottom of an NBC 4 New York article summarizes the issues succinctly:

The New Yorkers pleaded not guilty to felony burglary, reckless endangerment and other charges in the leap, which was captured in a YouTube video. The stunt raised questions about security at the then-unfinished skyscraper.

The parachutists acknowledge making the jump. They said that they didn’t imperil anyone and that the charges are overreaching by embarrassed authorities.

Read More…

Be Sociable, Share!
Read More

History and Stock Photos: 5 Creative Public Relations Ideas



by Frank Strong

5 Creative Public Relations Ideas

Tablet accessories, history, stock photos and traffic cops.  None of these topics are especially interesting, yet all of them have provided examples of creative PR ideas for bringing those topics to life and in some cases reinvigorating a name or product long past its prime.

This blog keeps a running tab of creative ideas and here is the latest in an occasionally roundup series of some of the ideas we find most unique or inspiring.

Read More…

Be Sociable, Share!
Read More

4 Creative PR Ideas for Crisis Communications



4 Creative PR Ideas for Crisis Communications-Chevy-Tweet

Constraint breeds creativity.  It may seem counterintuitive, but the ingenuity of deftly navigating the most difficult of binds goes to show PR is often as much about problem solving as it is communication.

Corporate crisis communications provides a demonstration because there are very clear constraints:

  • Unknown unknowns – the effort to understand what is happening
  • Time hacks – crisis PR demands speed
  • Dichotomy – substantial pressure to credibly refute or validate

1. Chevy embraces the truck.

As a Chevy spokesperson Rikk Wilde’s job was to present a new truck to San Francisco Giants pitcher Madison Bumgarner.  As a corporate sponsor this was Chevy’s big moment to showcase some of the finer points about the vehicle they were about to handover to the World Series MVP.  It was an awkward presentation through and through, but at one critical moment, Mr. Wilde noted the new Chevy Colorado, “…offers class-winning and -leading, um, you know, technology and stuff.” Read More…

Be Sociable, Share!
Read More

10 Timeless Creative PR Ideas



by Frank Strong

Creativity

instagram.com/frankstrong

Where do creative PR ideas come from?  How do we develop ideas and what does the life cycle of an idea look like? 

There are those in our field that advocate a strict discipline of science – that is to say no idea is funded or given a seal of approval — without math. Data has the limitations of structure, yet we are not rationale beings.

On the other side, there are others that are purely creative — the Don Draper myth — they operate on instincts and gut feelings. However the very phrase “trust me” invites risk and suspicion.

The two approaches are at odds and I’ve found no better explanation than the words of Malcom Gladwell.  In a post titled, Art or Science: Creative Marketing and PR, I took a look at his analysis of the difference between puzzles and mysteries:

In the book, What the Dog Saw, Malcom Gladwell breaks down the distinction between a puzzle and a mystery. A puzzle is when we have all of the pieces we need to make a complete picture, we just need to arrange them in the proper order so that they make sense. With a mystery, information is scarce and we instead rely on intuition, interference or a gut feeling. Perhaps this is what Rumsfeld meant when he famously said, “unknown unknowns.”

If PR were a puzzle then we’d have all the pieces needed to simply assemble a creative idea. If PR were entirely a mystery, then we’d all be starting from the beginning with every effort. Maybe that’s how to make the uninteresting, interesting. Neither side is quite right, there is very little in our world that fits neatly into some bucket we’ve designed; the fact is that PR is a mix of art and science.

We can’t excel with just English (or a language) or just Math, we need them both. Read More…

Be Sociable, Share!
Read More

5 Creative Marketing, PR and Social Media Ideas



by Frank Strong

creative PR marketing social media

If reading too much can suppress creative thinking, then so too can habit.  Sure, Aristotle said excellence is not an act, but a habit, but how easy is it for marketers to fall into a pattern? The same old pattern.

Patterns are predictable and measurable; but they are also avoidable. It is consumer reflex to avoid a pitch. Consider email, for example, which is easy enough to mark as spam.  What would happen if email suddenly was not a tool in the marketer’s toolkit?

I’d suggest that a freak-out session would be followed by a creative session – and perhaps even better and more creative marketing ideas. To that end, here are five creative marketing, PR and social media ideas: Read More…

Be Sociable, Share!
Read More

Seriously Fun Analysis: Google’s Android KitKat PR Stunt



by Frank Strong

Google Android KitKat

Chocolate robots? This is a Halloween 2013 costume for sure.

Who would have known a candy bar could make such headlines? After all when was the last time chocolate earned this level of media? I’d suggest I was chocolate covered grasshoppers – and that was a PR stunt too. Before that it was E.T. and Reese’s Pieces.

By way of quick background for those that might have missed it, Google decided to name its newest version of its Android operating system, that’s the stuff inside smart phones like the Nexus 7, after a candy bar. In this case, KitKat was the lucky brand.

 

Candy Coated Headlines

It’s been all over the news, with editors and producers everywhere writing sugar-coated headlines that play off old marketing taglines. “Break me off a piece of that,” begins ABC – while CNN writes “Android sweetened by KitKat.”

Read More…

Be Sociable, Share!
Read More

7 Sexy and Creative PR Ideas



by Frank Strong

7 Sexy and Creative PR Ideas

cre·a·tiv·i·ty

noun /ˌkrē-āˈtivitē/

The use of the imagination or original ideas, esp. in the production of an artistic work

I  love to write posts about  creative ideas. And creative ideas are hard to find.  Go ahead — search for creative PR.  You’ll have to dig deep to find good ideas.

So as I’m perusing the web I try to make a point to save up links until I get to a point where I’ve got enough to share a snappy post.

And I’ve been itching to write this post, because there are some really good ideas in here.  Here are seven creative PR and marketing ideas: Read More…

Be Sociable, Share!
Read More

Art or Science: Creative Marketing and PR



marketing art or scienceby Frank Strong

There’s an old saying that half of all advertising budgets are wasted but marketers never know which half.  That phrase was coined long before the rich analytics the web provides — and that might lead us to believe we could figure out which half and therefore improve the results.

Certainly, there’s a science to marketing:  create, publish and analyze.  It’s experimenting and then calculating the gain or loss in visitors, page views and conversions.  And it’s true that studying data can improve results.  That’s why email marketers use A/B tests and why ecommerce specialists tweak the location, prominence and copy behind calls to action on the web.

Like most people, I’m a creature of habit.  I like process and methodology.  I like measurement.  I like data.  And I think these things are important.  But the longer I’m in this industry, the more convinced I’ve become that there is an art to marketing and PR is an under-recognized  talent.   Read More…

Be Sociable, Share!
Read More

Product placement meets content marketing meets creative PR



by Frank Strong

Even the venerable NPR can be a sucker for a good marketing story every once in awhile.  And DC Comics scored big time.  I just can’t believe more PR pros didn’t pick this one up for their blog. It’s very creative PR.

What’s the scoop?
Remember that James Bond movie where James jumps off a cliff after a plane, gets inside it and flies safely away?  I was taking a college physics class then, and leaned over to my buddy to let him know because of friction, that scene was, well, impossible according to the laws of physics.

I thought I was smart.  My buddy thought I was a 7 letter word that begins with an “A” and ends with an “E” for ruining a good scene. Read More…

Be Sociable, Share!
Read More

Creative Mother’s Day Pitches



by Frank Strong

We’ve got a few more days to get something for Mom – or grandma, or baby’s mama, or a sister with kids (mine has six!).  This year I was planning ahead – a marketing email from the same local flower shop where I order something for my mother each year hit me up early.

There was only one downside:  they don’t deliver on Sunday (the 13th) which is the actual celebration of Mother’s Day.  Ditto for the big shops – I ordered another gift from 1-800-FLOWERS and they don’t deliver on Mother’s Day either!

At any rate, I took to Google to search for some creative PR and marketing ideas around Mother’s Day.  What are some things businesses are doing?  Here’s a look at seven I liked:

1.  Help the kids pick gifts.  When I was about 4 or 5, I gave my Dad a nickel and a dime in an old candy case for Christmas.  Back then fifteen cents was a big deal to me but I can still remember him laughing his ass off when he opened it.  Sort of hurt my feelings. Of course, now I understand, but this anecdote underscores a business pain:  kids have a hard time picking out gifts for parents. Charlie Gaudet writes in a blog post on Predictable Profits, “Create an event for children to come inside your store and select items just for mom. Perhaps offer a special discount to children, or offer a special low-priced selection just to kids.”  Great idea!  By the way, I found Charlie’s post by way of a PRWeb release (owned by my employer) which you can see in the nearby screenshot (click the image to enlarge) was the top search result in my Google News search for ideas to write this post.

Read More…

Be Sociable, Share!
Read More
12