50-ways-to-make-your-first-sale

Chapter 16
Pull a PR Stunt
Now you may not have the nerve to do a PR stunt, but if you think you do,
then read on.
The Buttons of Buzz
In his book Buzz Marketing, author Mark Hughes lists the six buttons of
buzz as:
• The Taboo
• Unusual
• Outrageous
• Hilarious
• Remarkable
• Secrets
When pushed, these buttons get people talking about your brand. You don’t
have to push all the buttons at once for a PR stunt to work. You just have to
nail one of them.
There is no better way to explain these buttons than to go over some
examples:
CHANGE THE NAME OF A CITY
Half.com was able to change the name of Halfway, Oregon to Half.com for
one year. This publicity stunt got the startup business publicity from the
New York Times and even the attention of Katie Couric. Changing the name
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