As someone who has performed stand-up comedy in front of 1,000 people and scaled a 20,000- foot mountain, I can tell you the only "must" that is critical to success in each is mindfulness. Unless you stay "in the room" and react to every verbal and non-verbal audience clue, you will bomb. Guaranteed. Likewise, unless you stay laser-focused on every single hand and foot movement as you scale a monstrous peak, you could easily fall thousands of feet into the abyss. Also guaranteed.
I've always seen my job as co-founder and CEO of Peppercomm as threefold: creating thought leadership, developing new product or service offerings, and ensuring our culture remains a comedy-driven one. I'll forgo explaining numbers one and three, but must tell you that the new product and service offerings I have developed over a 22-year span were a direct result of daydreaming while climbing the likes of Mt. Kilimanjaro, The Matterhorn, and Mt. Cotapaxi in Ecuador.
I co-founded my firm 22 years ago. We began with nothing: No clients, no prospects, and no real business plan. But because we were willing to roll the dice and do the unexpected, we landed two major accounts in our early years that not only assured our subsequent success, but put our name firmly on the map as a serious contender to existing PR firms.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".