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Genius/Steals @faris
Genius Steals Presents
EVERYTHINGPR
#COMMSCON
is
Genius/Steals @faris
@faris @rosieyakob
GENIUS
steals
New Zealand & Australiaand in
Genius Steals ClientsGENIUS/STEALS IS A NOMADIC
STRATEGY & INNOVATION CONSULTANCY
Genius/Steals @faris
ACT I: ATTENTION
#COMMSCON
Genius/Steals @farisGeniusSteals.co @faris
“ATTENTION IS LIKE WATER”
Watch Apollo Robbins’ TED talkhttps://www.ted.com/talks/apollo_robbins_the_art_of_misdirection
GeniusSteals.co @faris
THE THREE PILLARS OF PERSUASION
GeniusSteals.co @faris
ethos
establishes the
speaker’s bona fides
influences them
through reason
stirs the audience
emotionally
logos pathos
THE THREE PILLARS OF PERSUASION
GeniusSteals.co @faris
ARISTOTLE’S INSIGHTS TO MODERN NEUROSCIENCE
Repetition Framing
Metaphor
RULE OF THREE
GeniusSteals.co @faris
the
“DISTRACTION IS A KIND OF OBESITY FOR THE MIND” | MATTHEW CRAWFORD | THE GUARDIAN
Figuring out ways to capture and hold people’s attention is
CONTEMPORARY CAPITALISM CENTRE OF
GeniusSteals.co @faris
We spend more than
8 hours a day consuming
media
Source: ZenithOptimedia, quoted in Quarz, June 01, 2015
PEAK ATTENTION
Genius/Steals @faris
ACT II: ALACRITY
#COMMSCON
GeniusSteals.co @faris
FASTER & FURTHER DISTRIBUTION AFFECTS CULTURE
LOW-LATENCYCULTURE IS NOW
GeniusSteals.co @faris
THE PROBLEM WITH PRESS RELEASES
GeniusSteals.co @faris
MEDIA
PR
CLIENTS
PUBLIC
ANALOG MEDIA FLOW
MEDIA
PR
CLIENTS
PUBLIC
GeniusSteals.co @faris
MEDIA
PR
CLIENTS
PUBLIC
REVERSE POLARITY
MEDIA
PR
CLIENTS
PUBLIC
MEDIA
PR
CLIENTS
PUBLIC
Genius/Steals @faris
ACT III: ACTION
#COMMSCON
GeniusSteals.co @faris
- Integrative brand platform -EXPERIE
NC
ES
Help P
eople L
ive B
etter
with
STO
RIE
SIn
form
and E
nte
rtain
throughACTIONS ADVERTISING
TOOLS CONTENT
BRAND/BELIEFSERVICES
PRODUCTS
(INFORM)
(INFORM)
DO THINGS —-> TELL PEOPLE
GeniusSteals.co @faris
AWARDS SHOWS NEED TO REFLECT THE CHANGING SPACE
BRAND ACTIONSPrograms like Small Business Saturday, real world stunts like Red Bull Stratos,
PR stunts like McWhopper, and one-offs such as REI OptOutside.
INFLUENCER MARKETINGIdeas created by individuals, or groups of individuals, who have large
online followings, paid for or supported by brands.
EXPERIENTIALLive experiences that allow people to interact and engage
with a product, service or brand.
NATIVE ADVERTISINGMaterial in a [usually online] publication which resembles the publication’s editorial and is created
internally but is paid for by an advertiser and intended to promote the advertiser’s brand.
@farisGenius/Steals +
Genius/Steals @faris#COMMSCON | #GENIUSSTEALS
remember:
CULTURE IS LOW-LATENCYALACRITY IS KEY
use LANGUAGE HACKS TO CRAFT MESSAGES FRAMING, REPITITION, FAMOUS EXAMPLES, METAPHORS
THREE PILLARS OF PERSUASIONETHOS, LAGOS, PATHOS
MULTI-PLATFORM; MULTIPLE EXPOSURESleads to the ILLUSORY TRUTH EFFECT
REVERSED POLARITYUSING THE MEDIASCAPE TO YOUR ADVANTAGE
ACTIONS SPEAK LOUDER THAN WORDSAND ARE EQUALLY MORE EFFECTIVE
DON’T FORGET ABOUT YOUR OWN PR.WE HOPE TO SEE YOUR WORK WHILE JUDGING THE LIA AWARDS :)
Genius/Steals @faris
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thanks for your attention!
want a chance to win a copy of my book, paid attention?
