SOMETIMES IT BECOMES impossible to compete directly with a rival firm or event. What they are doing is just so far beyond what you can manage that you have no chance at all of attacking them head-on, so the only alternative is to make a guerrilla attack—which in PR terms means upstaging the competition.
Sir Richard Branson is a past master at doing this—turning up at opening days wearing a town crier’s outfit, or making a “spoiler” announcement ahead of a competitor’s grand press conference. But there is nothing to stop anyone doing it.
The DJ at one radio station realized that his show ...
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