http://www.reuters.com/article/2012/09/ ... RN20120921
A United Nations Award-winning humanitarian, the Gyalwang Drukpa is committed to using Buddhist practices to help people who feel lost or uncertain. Based on ancient Buddhist teaching, but framed to be useful in today's world, he has written a book titled Everyday Enlightenment. It teaches readers that change is inevitable, that slowing down is the key to seeing clearly, and the importance of enjoying life's journey.
Please contact Matt Rich at 212.404.4444 or Matt@PlanetPR.com for official schedule, interviews or photo ops with The Drukpa while he is here.
This is quite skilful on Mr Rich's part: the book is promoted, the visit is promoted, all in a news release that was picked up on the cables. I hope it brought people to the event.
That said, this is the first I've heard of a Buddhist master using professional PR people to spread the word and manage the image. I'm sure it exists elsewhere. Is anyone familiar with this phenomenon, if it is one? Any insights on how it may work, how it may be beneficial or harmful or...?
(usually it's local practitioners and sangha members who do the legwork in organizing an event and publicizing it, from what I've seen...)