Filmmakers as "Disruptive Messengers"

So I stumbled upon a new blog that's focused primarily on the world of public relations and the Web, and found a really challenging post that (from a PR perspective) describes the world of blogging, pinging and filmmaking by the new PR challenges they present: the rapid propogation of "disruptive messages" to existing brands.

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Astroturfing Moore

Eugene posted a little piece about "Stop Michael Moore". There's actually moore to the story as a site called What Really Happened tracked down the PR firm behind it, Russo Marsh & Rogers, a GOP heavy-weight. In viral/buzz marketing circles, this is called an "astroturf campaign" -- techniques designed to simulate the appearance of a grassroots movement when there isn't one.