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Why is it that some ideas can spread like wildfire, while others languish, are ignored and overlooked? Word-of-mouth is regarded as the most potent marketing communications tool: if others recommend you, it is the best positive message you can enjoy, and you have the equivalent of an unpaid army of sales people working for you. Yet, most in PR regard word of mouth as something that just happens, a force beyond your control. Wrong. This session highlights how you can manage your word-of-mouth, harness what are called 'memes', and get viral communications working for you - online and offline. Learn how you can unleash a tidal wave of communications. Pass it on.