At the office we have a list. It's called the "leak list". And it's a good list.
On that list is a number of 'details' that I'm allowed to 'leak' to the community.
Things we plan in the future, things we scrapped, data about certain parts of our product.
All sanctioned by the boss, all meaningless if it gets out or not, all invaluable.
With the profile of being personal and a friend comes friendly smalltalk. Bonding.
When someone asks something that relates to a part of our leak list, I 'carelessly' say something like "Yeah, we plan to..." "... but don't hold me to it, it's just something we talk about around the office"
Suddenly, we have another PR machine. Rumors. Controlled by us.
People tend to enjoy being special, and even more-so when they can say "I talked to John at ... the other day and he said.."
and suddenly that person is special because *HE* got to talk with me in person and *HE* got to hear this and that so it must be real. So spread it, because it's not in any news! oh my god! Special information! Secrets!
All sanctioned by us, all PR, all for free.
Say more than words
With this in mind, it's important to point out how very much you say in not saying anything or by saying a little.
Which brings me to Twitter.
Twitter is the single most amazing advertisement you can have.
However, a lot of companies and celebrities treat it like a bloody billboard.
The fools.
I'll dedicate a whole post to Twitter for this reason..
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