PR exec tells all about manipulating the media — and spreading lies online
LARRY GETLEN (NewYorkPost.com)
To promote the film “I Hope They Serve Beer In Hell,” based on the best-selling book by his good friend Tucker Max, public relations and marketing executive Ryan Holiday purchased a series of billboards. Shortly after they began appearing around Los Angeles, he ventured into a deserted intersection at 2 a.m. dressed in black and defaced one of the ads with obscene, 2-foot-long stickers of his own design that implied that Max deserved to have something horrific happen to his genitals.
Holiday, with his girlfriend driving, circled the block and took photos of the billboard from the passenger seat. He then dashed home and e-mailed the photos, under the fictional name Evan Meyer, to two carefully selected blogs — Curbed Los Angeles and Mediabistro’s Fishbowl LA — with a note that said, “Good to know Los Angeles hates Tucker Max, too.”