Hill+Knowlton Strategies

I’ve been a fan of BoingBoing pretty much since I first learned how to double click a browser and tap in a URL.

The Directory of Wonderful Things started life as a physical printed periodical, the type of thing that carried advertiosing for mail order x-ray specs, sea monkey and dehydrated Andean mummies one suspects.

It was however, the internet age that turned magazine into a media powerhouse that pushes eyeballs and a a slightly fringe agenda right across the world.

Reading the stories, I kind of imagine a dispersed team of well connected mavens, constantly searching for the next big thing, aggregated up into a multi-faceted megalith. Surely these independent internetters can’t be swayed by the dark arts of a PR pitch, can they?

While I suspect an unsolicited phone pitch might not make it past the switchboard (if you could even find a number) and a boilerplate email might languish in the spam filter, it turns out there is a way, to get a relatively tame product (a tongue scraper), that isn’t particularly new, past the defenses and into the limelight.

It’s called personality.

How are you bringing the brand and products you work for to life as you pitch them in?