Thursday, January 06, 2005

Old Product, New Publicity 

There can't be a more basic product than concrete. It has been around for thousands of years. The Romans used it: The Pantheon is built of it. So what can one say to make concrete interesting? It turns out one can say quite a lot as this article from Science News shows. Concrete is no longer the product we think we know. Scientists have reinvented it into an exciting material that does more than anyone thought possible, including bending like metal.

If someone 10 years ago had asked me to publicize concrete, I would have had a hard time coming up with a story about the material itself. Now, with see-through concrete, there are stories aplenty, enough to keep a PR agency or corporate communications department busy.

What's the point of this thought? Just about everything can be made new in some way if one tries hard enough. In the case of concrete it took innovative thinking, but it was done and the result is an exciting.

These are publicity opportunities I find interesting. No one expects much, so they are impressed by what you can do.


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