The document discusses untraditional approaches to PR based on lessons from the Grateful Dead. It argues that PR should not be boring and recommends charting your reach, removing content similar to competitors, following your passion, and surprising people. The authors push for eccentricity rather than tradition and making yourself valuable through passion.

1. PR Shouldn’t Be Boring Surprising Lessons from the Grateful Dead

2. Brian Halligan is CEO & cofounder of HubSpot, specializing in media marketing. David Meerman Scott is a marketing strategist and professional speaker. David Meerman Scott is a marketing strategist and professional speaker. Image from blogbusinessworld.blogspot.com

3. Oh no! Untraditional Thinking! Scott and Halligan push untraditional thinking The Grateful Dead, Mashable (pages 116-119) Chart your “reach” -Five percent increase

4. Be Eccentric Remove boring content similar to your competitors Do what you love.

5. Surprise Me “Follow your passion and you’ll be rewarded in spades.” -page 155 Create a position with your passion. Letters to CEOs. Make yourself valuable. Illustrations and overall layout

6. I want to know more.

7. You Should Read Into This This is not your typical PR textbook Modern perspective Growing perception