Doctor Spin | The Digital Strategy & Public Relations Blog

Branding Strategy

Why Knowing Your Brand is Better than Knowing Your Audience

Jerry Silfwer - 2020-01-17

Quick LinksMarket research isn't always the best idea.No-one likes a subservient and slimy eye-servant.Investing in the wrong audience is rather stupid.People aren't...

How to Categorise Social Media Influencers

Influencer Marketing Jerry Silfwer - 2020-01-15

Quick LinksNot all influencers are equal creators.Using four influencer tiers instead of five.Primary metrics must be useful for brands.A job for industry...

“We Won. Now What?”

Marketing Strategy Jerry Silfwer - 2019-12-04

When channels, messages, and platforms are perfectly optimised, what remains to compete with is employee creativity. Who will creatively outperform competitors?

How Quantum Supremacy Will Impact the Public Relations Industry

Technology Trends Jerry Silfwer - 2019-11-27

Google achieved quantum supremacy when its superconducting 53-qubit computer performed in 200 seconds what would take a classic supercomputer 10,000 years.

Wired public relations

The new spin. Public relations used to be mostly about getting publicity and managing the news. Now, brands connect directly with their publics to build their own loyal brand audiences.

How many true fans does your brand have?

Find all articles on public relations

Corporate Comms

The Publics in Public Relations

Jerry Silfwer - 2015-06-11

The psychologist John Dewey (1859-1852) formulated the concept of publics as a result of situational stimuli.

PR Industry

What is Public Relations?

Jerry Silfwer - 2015-11-07

Can there be a unifying definition of public relations? This is the story about the difficulties of finding that definition.

Hi and welcome. I'm

Jerry Silfwer

I'm a freelancing senior adviser and I help companies and organisations with digital strategy and public relations. This blog is my online basecamp. You're welcome to take a load off, get your bearings, and prepare before heading out for the summit.

Jerry Silfwer

Digital Strategy

The key to a successful journey is being prepared and having figured out out how to tackle any obstacles along the way.

Social Media Strategy

Your Brand Has Zero True Fans

Jerry Silfwer - 2019-10-09

The insight that should hit some community managers like a ton of bricks is that many brands have ZERO true fans.

Branding Strategy

Taking on a Stupid Majority — The Most Efficient Underdog PR Strategy

Jerry Silfwer - 2016-08-25

Identify a stupid majority and join forces with the smart minority to bring the giants down. It might just become the finest PR work of your career.

Web Strategy

Iceberg Publishing — The Cooler Way to Grow Website Traffic and Conversions

Jerry Silfwer - 2014-11-06

A great website can be so much more than the sum of all pages linked from your site's navigation menu.

Social Media Marketing

Social media for brands can be fun, engaging and sometimes provocative. The challenge is to give your brand audience what they want.

Social Media Marketing

Algorithmic Poison — Beware of Ghost Followers

Jerry Silfwer - 2019-08-12

How do you beat social media algorithms? A small, but highly engaged, community is way better than attracting huge bulks of ghost followers.

Influencer Marketing

The Magic Middle — The Nash Equilibrium of Influencer Marketing

Jerry Silfwer - 2013-10-17

Instead of going big every time, consider the Nash equilibrium and pitch Magic Middle Influencers instead.

Social Media Marketing

How to Scale Social Media Marketing

Jerry Silfwer - 2012-04-14

Trying to scale social media marketing won't work, but tapping into several different and pre-existing interest group systems does.

The Four Dot Ellipsis Mystery in Star Wars

Übergeek Edition Jerry Silfwer - 2017-09-06

Why are there four dots ending the intros and opening crawls in Star Wars? And is there really such a thing as a 'four dot ellipsis'?

Übergeek Edition

Sometimes you just want to dive head first into some obscure subject, right? Even if it has nothing to do with your job or your everyday life.

Weird stuff is the best stuff.

Übergeek Edition

The Four Dot Ellipsis Mystery in Star Wars

Jerry Silfwer - 2017-09-06

Why are there four dots ending the intros and opening crawls in Star Wars? And is there really such a thing as a 'four dot ellipsis'?

Übergeek Edition

Twin Peaks Season 3 Finale Explained — The ‘No Stones Left Unturned’ Theory

Jerry Silfwer - 2017-09-10

The Twin Peaks finale left me sad and empty. But what if I was wrong and the actually show ended on a positive note?

Übergeek Edition

The Human API — The Dawn of the Cybernetic Renaissance is Upon Us

Jerry Silfwer - 2012-12-15

What if humanity is just a 'Human API' — and we're in the first stages of a 'Cybernetic Renaissance'?

Passion for Gear

New Gear: FeiyuTech Vimble 2

Going to try some video shooting with this gimbal from FeiyuTech, the Vimble 2. It's a budget-class gimbal for vertical mobile video with a selfie stick.

Jerry Silfwer - 2019-11-10

Passion for Gear

New Gear: Morakniv Bushcraft Survival Black

Got this bad boy from my father-in-law who lives in Mora, Sweden where these knives are being manufactured. It's a Morakniv Bushcraft Survival Black.

Jerry Silfwer - 2019-08-10

How do you persuade your brand audience?

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Increasing Efficiency by Creating an Illusion of Scarcity

Persuasion & Propaganda Jerry Silfwer - 2019-07-26

The principle of scarcity is well-defined in scientific literature. Scarcity makes us want rare things more — simply because they are fewer.

Programmatic Brainwashing — The Scary Art of Micro-Targeting Individuals

Persuasion & Propaganda Jerry Silfwer - 2019-02-09

Brands will start to explore psychological "pre-suasion" campaigns micro-targeting individuals. Welcome to the advent of inception marketing.

How to Fight Populism — Why Poisonous Ideologies Must Be Suffocated Early

Persuasion & Propaganda Jerry Silfwer - 2018-08-06

Populism is brewing in many Western democracies. Is there a way to fight back? It may be too late — at least this time around.

The Word-of-Mouth Tipping Point — How to Push People to the Point of Endorsement

Persuasion & Propaganda Jerry Silfwer - 2018-03-30

How do you de-code the word-of-mouth tipping point? This PR guide will help you identify and target the right type of referrers to succeed.

What to read and watch about media and psychology?

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