Big things happen every day, the make the front page of major newspapers, they take over the online world, becoming a trend and everyone is doing their best to get a piece of the action. Knowing how to embrace such an event, connecting your product or service to it to make it sound just right will help you catch and ride the wave of buzz spreading like wild fire.

How to do it is a bit tricky. As it happens with everything marketing and PR related it can go great, it can be a misfire, or, worst case scenario, blow up in your face. The first option is what we all strive for, the second one translates into wasted budget and shouts from your boss or client company. The third one is what we fear most as it translates into a big, fat PR fail.

The thing with the how is that it takes knowledge, a sort of a sixth sense and tons of luck Sounds clear enough, right? I know, annoying, but I’ll try to best explain it, just read on. Continue reading

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