Igor Szucs - Explosive PR. Secrets of Outrageous PR-Stunts from Russia with Love for Positive News стр 2.

Someone told me it’s a bit different in the US where you hear more positive news.

So, my attorney and I thought of something: the main culprit is the Yandex search engine, most popular in Russia, where the main page always shows the top five news by default. I expressed my discontent in the lawsuit where I claimed I was “growing bald because of bad news,” having attached to it the opinion of a trichologist where he confirmed that stress indeed causes hair loss. It was up to the press to fill in the blanks and connect the dots.

As a result, we had the following publications:

http://mashable.com/2016/03/18/russia-bad-news-lawsuit/#.EKwMdSbuPqm

https://www.joe.co.uk/news/moscow-man-is-trying-to-sue-russias-google-for-publishing-so-much-bad-news-he-became-bald-47814

http://www.sulromanzo.it/blog/diffondi-troppe-notizie-negative-e-allora-ti-faccio-causa

and a lot more.

The guys from Yandex must have found the phrase “Russia’s Google’ as their description particularly hilarious.

Eventually, I got an amazing spin in the international arena and respective new clients to boot.

The PR-secret of Cat Woman and Professional Bed Warmer-girl

My friend told me an anecdote about the Russian poet Sergey Yesenin who ordered the maid’s services with his colleague Marienhof in soggy St. Petersburg. Her main service was warming the beds for poets and then leaving.

Four days later, she quit the job because she was flabbergasted that she was never harassed and she hoped this would be the case.

This was a cute anecdote, and I decided to repeat it in modern-day Russia with my client – the landing web page LPgenerator.ru. We came up with the she-is-generator.ru site, found a “heroine” who would be a “cat woman” (or “bed warmer”), and launched this hoax in media: https://life.ru/964200

How many leads (potential queries) do you think she received on the first day? (the right answer: more than 200).

How many clients actually used her services? (the right answer: more than 0).

How much money do you think Viktoria Ivachyova made out of that hoax? (the right answer: more than 100,000 rubles or about $2,000).

These were fees paid to the young entrepreneur by media, foreign outlets prevailing (Chinese and German TV channels).

The result was over 50 publications, of which 15% were foreign press releases:

http://www.mirror.co.uk/news/weird-news/meet-worlds-first-professional-bed-9748489?ICID=FB_mirror_main

https://www.thesun.co.uk/living/2779994/worlds-first-bed-warmer-will-slip-between-your-sheets-in-her-pjs-and-let-you-watch-for-65-per-night-but-its-strictly-no-to-sex/

http://10ways.com/profit/alternative-jobs/woman-earns-1350-per-month-warming-beds-with-her-body-heat

http://www.ibtimes.co.uk/professional-bed-warmer-charges-65-night-bizarre-new-entrepreneurial-idea-1604865

https://v.qq.com/x/page/o03710lkpwq.html

http://navbharattimes.indiatimes.com/world/asian-countries/meet-the-professional-who-warms-beds-for-a-price/articleshow/56980815.cms

http://www.nai2.com/dailymail/8617.html

http://maharashtratimes.indiatimes.com/lifestyle-news/sex-news/viktoria-ivachyova-believed-to-be-the-worlds-first-professional-human-bed-warmer/articleshow/56981621.cms

http://www.odditycentral.com/news/the-human-bed-warmer-russian-woman-offers-bed-warming-services-for-single-men.html

http://www.bhaskar.com/news/KZHK-meet-professional-bed-warmer-news-hindi-5521933-PHO.html

http://www.emirates247.com/offbeat/this-is-life/woman-becomes-world-s-first-professional-bed-warmer-2017-02-06-1.647720

http://indianexpress.com/article/trending/bizarre/human-bed-warmer-russian-woman-has-a-unique-job-making-beds-cosy-for-hotel-guests-but-its-not-profane-4519747/

http://usfinancepost.com/meet-Viktoria-ivachyova-the-worlds-first-professional-bed-warmer-27916.html

And others which you may google using the “Viktoria Ivachyova bed warmer” query.

Google using the “raccoon art-msk.ru” request

How did my friends from the video studio and their friends from the contact zoo benefit from that action, besides promoting their web sites and global publicity? Plenty of fun and, hopefully, new clients, though this was not their top priority, I believe. All for the sake of the case and victory! I like the happy eyes of clients who look as if they just experienced an orgasm, while these were “just” publications.

Who’s So Cocky There?

Let’s meet each other!

Philosopher-Sociologist-Journalist-PR man

My name is Roman Maslennikov, I am director of the PR agency Prostor PR & Consulting

2

I’m a Boredom Fighter. Are You?

I’ve been engaged in PR since 2002 (organization of parties in night clubs and DJ booking). Since 2004, I’ve promoted one small translation agency in Moscow. We are still collaborating, and now this company is among the top-5 leaders of its industry. Since 2006, I’ve been running my own PR agency. For six years, I was doing what I call “classic PR”, organizing press conferences, press tours, and getting limelight for my clients in leading business periodicals like Forbes, Dengi, Vedomosti and others. One day, I realized I was bored and thought of leaving PR for good. But then a client came my way, who wanted something special, something off the charts, some non-trivial PR campaign.

I did not know what I was being drawn into, but I agreed to give it a try.

Normally, my clients are startups in different fields of business. The first client of this sort was a representative office of the investment firm Botanoo in Russia. They traded in carbon credits. I still don’t fully understand what carbon credits are, but we attracted a long line of people to their doors in central Moscow.