The Beat Goes On

You don't have to be a PR pro to have great publicity ideas.

When Syracuse University's campus station, Z89, changed its format recently, student program manager Romina Llona knew she had to do something different to get call attention to the news. She created a two-day build-up linked to its new slogan, "The Beat of Syracuse." On Day 1, the station played Michael Jackson’s “Beat It” all day. Day 2 brought the never-ending thump of a heartbeat.

People noticed -- maybe a little too much. One listener called 911, fearing the station had been taken over by some kind of evil-doer. The media noticed too -- the local ABC affiliate and the city's daily newspaper gave the story some exposure.

Llona's not a PR major at the school, but I hope she adds this little adventure to her resume. Her creativity and willingness to take a few risks will impress the right employer.