The #IceBucketChallenge: Four PR Ingredients to this Viral Campaign

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 […]

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