That’s the dreaded phrase you never want to hear your clients say.

I attended a session at the PRSA 2010 International Conference called “Spin Gold, not Cotton Candy: Buzz Campaigns That Drive Business Results,” hosted by PainePR. Immediately they got my attention by throwing out terms like “buzzability,” “buzzed about” and many other words Webster’s dictionary won’t recognize. I have a natural affinity for word-of-mouth marketing, so this session really hit home for me. The panel shared what they believe to be the seven principles to creating a compelling word-of-mouth marketing campaign while relating the principles to recent, “buzz-worthy” campaigns.

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