Radiohead and the Rules of Marketing
Ben Stein's Money

Makiing News Count - the new PR

Jeff Stewart in the blog Applied Disruption points out that to get press attention it is better to include a long term market projection that results in a big number instead of pointing out short term results.  Jeff includes two examples:

"When government talks about saving (or investing) they don’t say $10 billion a year.   Yearly numbers may be practical for executives who are accountable to quarterly projections, but it’s not going to generate press inside the beltway.  Savvy Politicians say “$100 Billion dollars by 2017”

Hewlett Packard got press attention by projecting that the digital print market is 53 trillion pages instead of a much smaller number today. 

Lesson learned.


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