Tap Into the Mass Mind for PR Success

In September 2008, Google co-founder Sergey Brin decided to tell the world about a problem he’d been grappling with for some time. Back in 2006, he served as one of the alpha testers for the personal genetics company, 23andMe. After submitting his DNA for analysis, he learned he had a genetic mutation known to occur in people with Parkinson’s disease. Brin then began a quest to learn about the disease. Knowing that his research couldn’t be kept secret for long, he launched a blog in September 2008 with a post titled “LRRK2.

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