// The Book
How an Ex-Intel Analyst turned PR into narrative warfare.
A gritty insider playbook on narrative warfare, attention leverage, and media and culture, for brands and leaders.
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This is not theory.
You'll learn:
- How to maximize your creative mindset under pressure.
- Detailed strategies media can't ignore once a story breaks containment.
- Ways to extend a PR campaign past its normal limits when attention should be dying.
- How to develop a ruthless respect for words, framing, and timing.
- Proven, real-world tactics to turn fragile stories into durable attention.
Field-tested, press-tested.
“Top 10 Successful Marketing Stunts”
Entrepreneur“Guerrilla Publicists”
ESPN“Campaign of the Week”
PRWEEKAbout the Author
Founder, Pop Culture PR
Darren Shuster, M.A., left the UCLA doctoral program in 1998. Before that, he worked in Washington, D.C., with foreign embassies and on Capitol Hill, and published research on international conflict and public opinion. In 2004 he founded Pop Culture PR, a Los Angeles-based global consumer media relations agency with field offices in Central America, London, South Africa, and Southeast Asia.
He has run communications programs for brands, CEOs, political organizations, and celebrities. Clients include Phil Mickelson, Starbucks, OkCupid, Tinder, Ancestry.com, the Gates Foundation’s Africa work, and UFC champion Cris “Cyborg” Justino.
A frequent media guest, he has been featured by the Los Angeles Times, TMZ, Entrepreneur, The New York Times, Sports Illustrated, ESPN, ABC, CBS, FOX, NBC, and PRWEEK.
Drawing on decades of media relations and reputation risk work, he now advises executives and organizations on monitoring, identifying, and countering disinformation narratives.
Stop hoping the story sticks.
Get NEO GUERRILLA: the narrative-warfare playbook. Digital book, instant access.