Peter Shankman 
Can We Do That?! [EPUB ebook] 
Outrageous PR Stunts That Work — And Why Your Company Needs Them

Acknowledgments.
Chapter 1. Who Am I, and Why the Heck Should You Listen to
Me?
You don’t know me from anyone-but I’m known. And I’ve gotten my
clients known. Who am I? Why should you listen to me?
Chapter 2. PR Basics.
What IS PR? What is GOOD PR? What is BAD PR? What makes reported
want to listen? What makes them want to shut you off and block your
e-mail from their system? What makes reported and the public happy?
What makes them unhappy?
Chapter 3. Coming Up with the Off-the-Wall Idea, and Making It
Stick.
Talking about how no to be afraid of reaction to an idea, the
beginnings of how to think differently, ways to get into that kind
of think-different mindset, getting out of the office and into a
good brain…ROAR to get your idea approved!
Chapter 4. Coming Up with and Implementing the Big Idea-Part
One.
Web Dive 2000 and our first of many ’ARE YOU INSANE?’
comments.
Chapter 5. Coming Up with and Implementing the Big Idea-Part
Two.
The Flying Fingers Yarn Bus-Best Campaign of 2005.
Chapter 6. Coming Up with and Implementing the Big Idea-Part
Three.
The Air Troductions Launch-One website, over 250 media outlets
around the world.
Chapter 7. Coming Up with and Implementing the Big Idea and what
Happens When It’s Too Successful?
The Register Free.Com Free Domain Name Hour-Or, how to shut down
the Internet.
Chapter 8. What Happens When You Lose Your Voice?
Legal has just told you to shut up. Or a 60 Minutes crew is
waiting in your lobby. No matter how much fun PR is, there’s always
crisis management to think of. A Primer.
Chapter 9. You Don’t Have to run Over Someone to Get Press.
It’s not about celebrity all of the time. In fact, sometimes it
can be, just by note being.
Chapter 10. What Happens When Your Perfectly Thought-Out Plan
Hits a Snag?
When your parachute opens and you get spun around, line twists
are often the result. Kicking out of them tends to work and get you
down safely. Here’s how to kick out of potential snags that could
leave you hung up.
Chapter 11. Putting It All Together.
Wrap-ups, what we’ve learned, what if something happens that we
didn’t talk about.
Chapter 12. The Resources Section!
Places to get more info, websites, mailing lists, groups,
organizations, etc.
Index.

Peter Shankman is the CEO of The Geek Factory, Inc., a
marketing and PR strategy firm, whose clients have included Snapple
Beverage Group, Napster, and the Discovery Channel. He is also CEO
of Air Troductions, the Internet’s first in-flight dating and
networking service. He lives in New York and frequently speaks at
trade shows and conferences on PR, marketing, and creativity.