Jerry Silfwer the Swedish guru of PR.
- PRofessionals
- Mar 1, 2018
- 1 min read
Updated: Mar 3, 2018
Jerry Silfwer is a well known digital strategist and entrepreneur from Sweden. Some people might know him as 'Doctor Spin'. In 2016 he made a speech on TEDx regarding the 'recipe for PR success'.
He argued that the core of PR is the personal relationships that businesses and brands can have with other people globally. However, the problem with brands and businesses is that they only care about the numbers and figures and they tend to forget the long-time effectiveness of their actions and the actual 'magic' essence of PR: one stupid majority and one smart minority.
The target of all brands should be to find a great big number of people who are about to be proved wrong by a small number of people. Jerry Silfwer gives the example of Apple. Before Apple came along, people used to believe that it did not matter how technology looked on the outside. Apple's selling numbers though and the effect the brand has on consumers shows otherwise.
Jerry Silfwer stated that “there are many stupid majorities out there waiting to be taken down and there are many smart minorities waiting for our help”. Therefore, our aim as PR professionals is to find them both and act accordingly.
Danai Koutretsi
The “recipe for PR success” that is presented to this article, proves that PR is more than results in numbers and sales. It shows that its major “key” is the relationships between the company and audiences.
There is no doubt that PR is based on the relationships among people. If a company aims only to numbers then it is sure that it has lost this battle. Given the fact, that we live in a digital era, it is very easy to see whether an organization goes well with PR or not. The case of “Apple” in this article shows the way that a brand can change existing attitudes of audiences. In fact this is one of the most crucial things…