This short book is for anyone who runs or markets an app or other startup, scaleup or challenger brand and wants to generate a ton of buzz, coverage and attention but without having a ton of money to do so. With over 1.5 million new apps launched every year over 4,000 a day its never been harder to win attention by standing out in a noisy world; and never been more crucial to do so. This book is at least two things: part case study and part how-to guide. Its a case study of how one small app won way more than its fair share of buzz and attention by using creative PR, guerrilla and viral marketing that helped it grow big. Its also a guide to how YOU can do too by following Calms example and applying the authors 10 Golden Rules of PR and Guerrilla Marketing. You will learn why: There are two kinds of PR and you need to do both. Silly PR is better than serious PR. These days only two things win attention: Celebrities and Weird. The best form of PR is content marketing and the best form of content marketing is guerrilla content marketing. One lightning bolt of attention is not enough; you need rolling thunder.
Every app and startup should study Peters 10 Golden Rules of PR and Guerrilla Marketing and his advice on the secrets of creating a buzzy, talked-about brand. Michael Acton Smith, co-founder of Calm
