The #IceBucketChallenge: Four PR Ingredients to this Viral Campaign
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When Pete Frates, my family friend and the original organizer of the Ice Bucket Challenge, was diagnosed with ALS in 2012, he told his family: “This is an opportunity for us to make a difference.” Pete was only 27-years-old then, and diagnosed with a terminal disease, he called it “an opportunity.” Today Pete can no […]