Sometimes life is just a bit too heavy. Long story short, I have Multiple Sclerosis, hence why is such a dear project to me.

And it’s also about how PR can create luck. The other day I came across the idea of four types of luck, as found in the book “Chase, Chance, and Creativity”, by James H. Austin. He describes 4 types of luck.

  1. Blind Luck “The good luck that occurs is completely accidental. It is pure blind luck that comes with no effort on our part.”
  2. Luck from Motion “Something else has been added—motion…A certain [basic] level of action ‘stirs up the pot’, brings in random ideas that will collide and stick together in fresh combinations, lets chance operate.”
  3. Luck from Awareness "[Luck] presents only a faint clue, the potential opportunity exists, but it will be overlooked except by that one person uniquely equipped to observe it, visualize it conceptually, and fully grasp its significance. [Type III Luck] involves involves a special receptivity, discernment, and intuitive grasp of significance unique to one particular recipient."
  4. Luck from Uniqueness “comes to you, unsought, because of who you are and how you behave…the links of [Type] IV can be drawn together and fused only by one quixotic rider cantering in on his own homemade hobby horse to intercept the problem at an odd angle…[This type] favors those with distinctive, if not eccentric hobbies, personal lifestyles, and motor behaviors.”

Working in communication and PR is exactly this. We create motion by pulling and pushing key messages and interacting with publics. This in turn creates awareness within the agora of publics.

And uniqueness is useless if not publicised.

That’s why Gregory exists. He’s my way to get things into motion, to shake the system.

Why does this matter now? It was thanks to that work that I managed to press forward and find a route to a new treatment for my kind of MS. An Autologous Haematopoietic Stem Cell Transplantation (aHSCT). We’re unsure what will come of it, but trying something different gives me hope.

It also means that this newsletter may be a little more erratic than usual during the coming months.

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