Word of mouth spreads like wild fire. If the subject and content are


right, it can burst into spontaneous combustion just as an entire forest may

suddenly be overrun by conflagration. Through word of mouth, rumour

and innuendo may spread with extreme speed and spontaneity if the

subject is close to the emotion of people. Feeling and thought must quickly

take wing on word of mouth. In stimulating a word-of-mouth campaign

the important thing is to present subject matter of such interest as to cause

people to repeat it to others.


Word of mouth is perhaps the most subtle of publicity tools. It takes

the form of gossip and slander at times if timely action is not taken to

control it. Though it is the hardest to control, all our efforts need to be

made. Its manipulation is not subject to cut-and dried mechanics, as is the

case with so many publicity media and instruments. The things that

contribute to word-of-mouth circulation are:


1. A spectacular and successful event or product.

2. A spectacular publicity or activising campaign.

3. A good catchword or slogan.

4. Capitalising on a mass trend or catchword.

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