A formula on how to succeed with an underdog PR strategy for your business — by identifying a stupid majority.
Hi. I’m Jerry Silver.
I’m a professional PR advisor based in Stockholm, Sweden.
I write advice on PR, online psychology, persuasion techniques, and
media logic. Use these tactics and ideas to improve PR for your business.
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We all know the story.
Goliath, the giant Philistine warrior, was defeated by the young David, who would later go on to become the king of Israel. David, being inferior in size and combat experience, used a slingshot to defeat the mighty Goliath from a distance:
Instead of fighting Goliath on his terms (strength and power), he used his advantages (speed and accuracy).
The legend endures since we find comfort in knowing that the strongest doesn’t always win. Now, the underdog strategy isn’t just useful for fighting; over and over again, it has proven useful when it comes to PR as well.
Here’s how you can use the underdog PR strategy for your business:
Social platforms often use the low-ball squeeze to lure businesses away from connecting with customers directly. Will e-commerce be next?
Who’s in control of your audience?
“Over the years that have passed, I have witnessed the deconstruction of websites as one part after the other have been moved elsewhere. Support to Twitter, Forums to Facebook, Blogs to Tumblr and now Medium, Videos to YouTube and now Snapchat, Opening Hours and Directions to Google Maps, Images to Instagram and so on.”
Waldecrantz then goes on to make the point that webshops, too, should be relocated onto third-party e-commerce platforms — like Tictail.
But before we give away the farm, let’s talk shop:
Is it possible to stay on top on trends in today's accelerating online landscape — and must we become Pokémon marketing experts now?
The other day, Anne signed up for my email list. After leaving her email address, she was taken to a landing page where I asked her to share her biggest challenge in digital marketing and communications.
Like many others before her, Anne decided to share. Her biggest challenge was to keep up with the accelerating pace of today’s online landscape. How can anyone today keep up and stay on top of things?
Anne shares her frustration with hundreds of other readers who have answered that same question over the years. We become neophiliacs, always looking out for the next thing.
Do we have to become fucking experts on Pokémon marketing now, she wondered.
I think it’s time to deal with this fear of missing out.
We need to talk about your broken relationship with PR.
Journalism, as we know it, is going to hell in a handbasket.
It’s serious, of course. Journalism is the Fourth Estate, and we all depend on the freedom of the press and its willingness to tell important stories.
Communication as a profession, on the other hand, is doing just fine. The media logic is constantly evolving, and so are we. Obviously, there’s going to be some friction as communications and journalism sometimes overlap. Against such a backdrop, let me pose this rather naïve question:
Is there a way for journalism to let go of the idea that PR is a problem and instead focus 100% on finding new solutions to their problems?
The annoying corporate habit of mindlessly promoting irrelevant press releases with unclear call-to-actions.
“The press release is dead,” some say.
Well, calm down.
Businesses will have to issue official statements to the general public in the future, too. Neatly packaged information (aka “content marketing”) is great, but businesses must also keep their audience up to speed with what’s going on.
However, there are two common PR practices for press releases that drive me crazy.
I plead with you, communication professionals of the world, please stop doing this: