How To Smartly Localize The Ice Bucket Challenge

by Ronell Smith
When you first heard about the ice bucket challenge, you secretly wondered “How can I newsjack this story for my business?” didn’t you? You can be honest. It wasn’t until the PR person you contacted informed you that trying to benefit from such a compelling story was “kind of a jerk thing to do” that you dropped the idea altogether. She’s right: Don’t be a jerk. Take the challenge.Read the full article