Creativity, money, PR, and a B-3 bomber.

Thesis: creativity often replaces money, but money does not often replace creativity.

Today I am going to discuss the fact that creativity in the invention of PR motives can replace the money that would be required to spend promoting the brand with advertising and the method of "blunt ax". The method that Arthur Schopenhauer would formulate as “per fas et nefas” - by hook or by crook, is trying to achieve what can be achieved only with the mind - using “hooks” .

Let's talk about that creativity can replace money, and that the opposite is not always true.
I hope many people know about an impressive episode with a meteorite in the grocery market, as an excellent reason for the PR of the market itself. Estimates for this promotion:
Meteorite (real, say from a museum in the Far East) - from $ 1,000 to $ 10,000
- delivery - up to $ 300
Everything. Practically.
Effect:
numerous publications in the local press
- the fact of a meteorite falling on a market tent
- on the results of the examination (true or not)
- about the healing properties of the meteorite
(Sic!) The plot hit the local news.
etc.
And also, the launch of "word of mouth" among the people, crowds of onlookers who came to see with their own eyes.
')
Now, imagine a budget when this market would have been promoted by the “non-sharpened ax” method, that is, directly — newspaper space and broadcast were paid for, onlookers, and distributors of rumors were sponsored. Many thousands and tens of thousands of dollars and the effect would have been guaranteed to be lower than what had been achieved, since there would have been no hook, a hook that had become a meteorite. The money would have merged into the pockets of newsmen.

This example clearly shows that a huge budget is needed for “blunt axes”, people who are not able to invent “hooks”, and hooks, interesting PR reasons. They are trying to replace creativity - a huge budget, promoting the brand.

So, just now, I shared my views on the role of budgets and creativity in launching a PR campaign.
The budget should be - reasonable, but if there is no “hook” in the press release, then PR will not go beyond one publication. At the same time, not every "hook" can provide the beginning of free publishing in newspapers.

PS: You say: - “Yes, it is wonderful, but what does the Bomber have to do with - B3?”

Here is the answer: if you are interested in bombers, does the aircraft guru automatically make you? Not. Therefore, without applying for the role of a PR-manager, I only highlight my point of view and judge you if you agree with it.