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Storytelling Structures

Is there a way to tell a good story? I've outlined several ways of how great stories have been structured for centuries.

Programmatic Brainwashing

Brands will start to explore psychological "pre-suasion" campaigns micro-targeting individuals. Welcome to the advent of inception marketing.

The Surround Strategy

I was in Italy in the middle of summer, and it was hot. The Italian fashion brand I was...

My 2018 Annual Review

This was a dead-end year with lots of learnings.
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The ‘AI Anchor’ in China

Well, this escalated quickly. So, the Chinese government has found a way to cut costs and add speed to...
A shadowy silhouette of a person behind a frosted glass screen.

The Death of Kitty Genovese

The New York Times misreported the Kitty Genovese case. By allowing the public to search their online archive, we all get better journalism.

Initiative Q’s Viral Loop

Initiative Qs go-to-market strategy is a powerful viral loop.

Tell Longer Stories

The minification of the media landscape might be an illusion.
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Deepfake Videos are Coming

Now, just about anyone can be in almost anything — and there's no clear solution or any serious consequences.

How to Fight Populism

Populism is brewing in many Western democracies. Is there a way to fight back? It may be too late — at least this time around.

The Referral Energy Theory

Public relations is easy to understand, but difficult to master. This post will guide you on how to de-code brand relationships.

My 2017 Annual Review

The year of the mid-life crisis. Review format inspired by James Clear.

My Fucket List

It's popular to write bucket lists of things to do before you die. But why not also write a fucket list of things never to try?

Twin Peaks Season 3 Finale Explained

The Twin Peaks finale left me sad and empty. But what if the show ended on a positive note? This is my "happy ending" theory.

The Four Dot Ellipsis Mystery in Star Wars

Why are there four dots ending the intros and opening crawls in Star Wars? And is there really such a thing as a 'four dot ellipsis'?

Bell Pottinger’s Non-Apology

The reputation management agency Bell Pottinger issues an apology that isn't a real apology. And I hate every word of it.
Data warehouse.

Get a Data Warehouse

Datadriven PR- and marketing is the future. But the time to invest in a data warehouse is now, not tomorrow.

How to Persuade Anyone of Anything

How do you persuade anyone of anything? It requires careful preparations, active listening — and good ethics.

A Digital Politician’s Playbook

A playbook for modern politicians aiming for "digital first".

The Inbound Marketing Paradigm

When it comes to inbound marketing, most marketers think about landing pages, conversion rates, and marcom softwares. But it's more than that.

Alternative Facts

People want to believe — despite being proven wrong. In a world of 'alternative facts,' many fall victims to psychological delusions.
The Engagement Pyramid

The Engagement Pyramid

Successful online activation campaigns must isolate and engage. The Engagement Pyramid explains how and why.

Viral Loops (and some Math)

Do you aspire to design viral loops for your business? Bring out your calculator — it's time for viral math.

My 2016 Annual Review

Not my best year, but I got a nice award. Review format inspired by James Clear.

Socialising Ourselves to Death

Is social media the future of communication — or is it a breeding ground for hate groups, fake news, and click-baits?

PR Influencer of the Year

Doctor Spin (Jerry Silfwer) is awarded Cision's 2016 PR Influencer of the Year Award — CPRIA.

Your CSR is Boring

Why is it so difficult for private companies to get recognized for CSR activities? Doing good is important, but the rules of storytelling still apply.

My First TEDx Talk

Public relations on TEDx: Why brands should target a stupid majority to attract the active support of a smart minority.

The Stupid Majority

Identify a stupid majority and join forces with the smart minority to bring the giants down. It might just become the finest PR work of your career.

How to Keep Up with Online Trends

How do you keep up with digital trends in today's wired world — and must you become a Pokémon marketing expert now?

Dear Journalist

You seem to think that PR pros only care about publicity, but we don't. We have, however, begun seeing other people.

Press Releases (We Hate)

The annoying corporate habit of mindlessly promoting irrelevant press releases with unclear call-to-actions.
Jerry Silfwer is the senior PR strategist behind Doctor Spin. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. He lives in Stockholm, Sweden.
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