Where Are You Going to Get Your Next PR Hit?

    I've never jumped out of plane (and probably never will). I prefer at this point in my life to drive the speed limit. I was going to get highlights but decided I might look like a zebra. In other words, I don't take a lot of risks. Yet I do the kind of work that risks my reputation and that of my clients every single day. It's a weird contrast, but I think ultimately it's about the fact that the payoff, at least for me, offers intangible though very visceral rewards. I love to get hits. It is better than ice cream. They're almost as good as the best piece of dark chocolate I've ever had. But the thrill lasts maybe a few hours, because I need my next fix.
    Okay, so I'm an addict. But I admit it. Still, to get those hits requires a tremendous investment in time, patience, strategic thinking, hope and a little PR Pixie Dust (it's available in a spray can). So, I wasn't surprised when Richard Laermer's new book landed in my mailbox, because I think it's going to help my addiction. I don't mean that his 2011: Trendspotting for the Next Decade will help rid me of my hit obsession; I think it's going to get worse, but in a good way.
    Next time: more about trendspotting and why it's a PR pro's best friend strategy.