Washington Post: “Beyoncé, Kendrick Lamar and the new ‘it’ PR strategy: Surprise!”

The Washington Post

Beyoncé, Kendrick Lamar and the new ‘it’ PR strategy: Surprise!

March 5, 2016

“It’s about taking advantage of that impulse — impulse buying, impulse listening,” says Jonathan Hay, a veteran producer and publicist in Los Angeles. “The next day is going to be a different trending story. So we want to be ahead of that new thing.” But, he adds, “that’s what scares me now. How long is new? Six, seven hours?”

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