Critical Mass PR

My article, “Brand aid: Creating opportunities in your customer community,” appears in the June print and online editions of PRSA Tactics.  It looks at how public relations practitioners can identify interesting stories and conversation material by monitoring various aspects of their organization’s online communities, or really any Web communities where their customers and prospects congregate. [...]

It’s about the coffee, not the couches claims the current “Dunkin’ Beat Starbucks“ advertising campaign that employs the classic blind taste test format. This tactic’s most famous incarnation would likely be the Pepsi/Coke challenge from the mid 80’s. But what might Dunkin stand to gain from such an effort?
Dunkin’ Donuts is willingly inserting itself into a [...]