Never Eat Alone/Ferrazzi 233-237

234 create buzz: Buzz is marketing on steroids

234 catalytic moments. Buzz is like that. It needs a situation, a pivotal moment, an inside scoop, a crazy giveaway—something that will get the crowd whispering.

Another way is to report compelling news by leveraging the power of the media to get your brand sizzling.

It’s imperative that you identify those people and get your brand in front of them.

237 While money can certainly be a substitute for good PR, it’s hard to have enough of it to offset the credibility one gets from just one article in Forbes or the New York Times.

Reports continually ask, “But why is it important NOW? If you can’t answer that sufficiently, your article will wait.

Once you light a fire and get the buzz going, you want to get your story in front of journalists.

You have to start today building relationships with the media before you have a story you’d like them to write.

…offer to be interviewed for print, radio, or TV. Never say “No Comment”