I hear on the grapevine that a company is going round the block claiming it’s blowing orthodox PR apart with a whole new publicity concept it has invented called “Buzz”.
I might be inclined to say yo, ma man! this is so cool cos it’s like the word on the street, get what I’m saying, this is reeeeel, we ain’t talking column inches. We don’t get you nothing so square as coverage! That’s for nerds.
I don’t doubt this company’s sincerity in claiming it’s discovered and invented the “buzz” concept. If they’re having difficulty fully defining it, I’d direct them to Emanuel Rosen’s book “The Anatomy of Buzz: How to Create Word of Mouth Marketing”, which first appeared in 2002. Interestingly, it was published on April 1st.