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Why relationships are key for growing your business and why brands should target a stupid majority to attract the active support of a smart minority.

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

How to say something useful about PR on TEDx?

Since PR is such a powerful tool for changing the game for many organizations, I wanted to share a recipe for PR success.

I wanted to talk about the importance of identifying a stupid majority to ensure your community’s engagement1.

Now, most organizations hesitate because this kind of thinking will require standing up to a powerful majority:

“But what if we make some people angry?”
— Well, what if you don’t? 

Brave brands who dare to take a stand together with a smart minority can expect a loyal and highly engaged following. I also talk about eggs and bacon for breakfast, torches of freedom, and why rock stars sometimes get naked.

Here goes:

A Recipe for PR Success (Video)

About the TEDx talk:

How do you scale social relationships in business? Online spin doctor and PR expert Jerry Silver explains why relationships are key for growing your business and why brands must target a stupid majority to attract the active support of a smart minority.

Working out of both New York and Stockholm, Jerry has helped numerous world-renown brands and startups to activate their fans online. […] In his talk, Jerry will reveal why we must stop obsessing over big reach numbers in marketing and PR, and instead uncover the power of small numbers.

This talk was given at TEDxÖstersund using the TED conference format but independently organized by a local community.

All you dedicated professionals who helped organize this event — thank you so much for putting it together! I enjoyed the experience immensely, and I feel proud to have been invited to speak.

PS. A big thank you also goes out to the fine folks at Mid Sweden University who appointed me Alumni of the Month (article in Swedish) in September 2016.


  1. Mark Twain said it best: “Whenever you find yourself on the side of the majority, it’s time to pause and reflect.”

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Behind the keyboard:

Jerry Silver is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.

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