4. How could you get the desired kind of attention to a message of your own by delivering it via a nontraditional channel or format? Give a specific e xample Information industry giant Google invited author Stew Friedman to speak to employees at the company’s Silicon Valley headquarters about his book Total Leadership.

The advance publicity for Friedman’s speech was surprisingly low-tech: Google staff had taped sheets of paper announcing the event on glass doors and windows all over the company’s campus. This unconventional approach proved quite successful, resulting in a large audience.

CRITICAL ANALYSIS: Answer the following questions as you consider this example of unconventional channel selection