Can We Do That?!: Outrageous PR Stunts That Work -- And Why Your Company Needs Them

by Peter Shankman

This fun and friendly book looks at real-life PR stunts that will blow your mind and inspire you to develop innovative and creative ways to get your company noticed. PR guru Peter Shankman chronicles the most ridiculous, outrageous, and possibly crazy PR stunts of all time―explaining why some work and others don’t. This is a funny, insightful guide to winning the PR game.

Genres: Business, Nonfiction

224 pages, Paperback

First published December 5, 2006

Reviews

[Ryan Holiday · Rating 2 out of 5]

If the book was as good as its premise (and title) we'd have already made this one a modern business classic. Unfortunately, rather than a discussion on the merits of event and stunt based PR, Shankman wrote an homage to himself. In other words, it's not so much "Can We Do That?" as it is "I Did That!" and the result is not nearly as educational or instructive.

Each of the publicity stunts Shankman writes about were performed by himself and majority came at the height of the tech bubble. One is about a party he threw for himself, another an event he did to promote his own agency (instead of a client). The remaining few are clever and innovative. They are just less impressive laid next to the author's shameless narcissism. He does, however, do an good job showing how just a little momentum can turn itself into a media frenzy that provides an ROI far better than traditional advertising or press releases ever can.

Those positives feel much more like missed opportunities than redeeming qualities. Unless you're a beginner or a personal friend of Peter, this book can probably be skipped.

[Joni Aveni · Rating 3 out of 5]

This was another of those books that had been on my Amazon wishlist for years, and I guess when I "wished" for it, it must have been due to a glowing review. However, I was a bit disappointed to find that it was more of a basic textbook for budding public relations professionals than a fun romp through successful and unsuccessful PR stunts.

It did have its amusing points -- like the skydiving stunt and the Yarn Bus -- and I enjoyed seeing the occasional mention of a client I had in common with the author or a NYC restaurant I'd eaten in. But otherwise, I found most of the advice and suggestions trite and obvious, and felt that the book was nothing more than a big fat publicity stunt aimed at drawing attention to the author's PR firm. And in that, I suppose, it succeeded!

[Donna · Rating 4 out of 5]

Even though I'm not in the PR business, it was a delight reading about the development of Peter Shankman's PR philosophy and the process he uses to create imaginative and entertaining PR stunts. The book is a primer detailing the fundamentals ("more basic than the basics") and the basics of event driven public relations. What makes it so entertaining is that the world of PR becomes accessable through the back story of Shankman's office, personal life, and musings about why something works or doesn't. The technical world of big buisness PR becomes a story about one man helping one client at a time with understanding, creativity, and humor. Though the case studies are front and center in the telling of the story, and the book is full of tips for professionals, it's the peeks we get of the narrator which make the reading so compelling.

[Chavi · Rating 2 out of 5]

Easy and fun to read.
Encouraging and useful for someone already working in PR but stuck in a rut.
Not tremendously practical for people who like to sleep once in a while.
A lot of horn tooting.
Less technique and more pep talking.
(Or maybe I'm exactly the person who the author is trying to rouse from their humdrum stupor.)

Peter Shankman is still one of my heroes and want to read the rest of his books. If I can't be him at least I can spout knowingly and knowledgeably about what it takes to be him.

[Linnae · Rating 3 out of 5]

Perhaps my local librarians should read this book--I hear funding is a little short lately. :)

Engaging style. For me it was an interesting look inside the world of PR, especially how that world relates to journalism and media coverage. Although I most likely won't need to do any PR stunts myself any time soon, I will use his ideas on boosting creativity and breaking out of a rut in your thinking.

[Sanket Nadhani · Rating 5 out of 5]

Great examples, practical advice on how to put together stunts that make you a media darling, and gets everyone to talk about you. Everyone needs stories, and he tells you how to tap into that psyche. Takes a bit too much credit for himself in places, but he has pulled off some crazy stunts, so I would forgive him for that :)

[Trent]

Great book. Really inspiring. Main point has to be this; don't be afraid to be different. Couldn't put it down. Love the "rules" sections. Will be a great reference for those upcomming PR stunts.

[Danielle · Rating 5 out of 5]

This book was a wonderful reminder of the feeling that got me into Public Relations in the first place. I highly recommend it to PR pros who need a shot of inspiration.

[Jessica · Rating 4 out of 5]

Really great writing style and insight into the world of PR and how to stand out. I liked it so much, I'm getting a copy for my CEO to read :)

[Andy · Rating 3 out of 5]

The ideas are sound and interesting, but the book could use another proofread.

[Noelle · Rating 5 out of 5]

loved it. easy to follow - great ideas for PR folks to draw upon.

[Jennifer · Rating 5 out of 5]

This book gave me just the shot of inspiration I needed for my own business and for my clients!

[Alisa · Rating 3 out of 5]

Better than most these sorts of books.