In this book, the elephant in the pink tutu is a metaphor for good public relations and publicity efforts. After all, if you came across a line of 100 gray elephants and saw that one of them was wearing a pink tutu, which one would you be curious about? Which one would you remember? They’re all elephants, one is just packaged in bright colors. This book is how to take what may seem like an ordinary event, product or service or a very complex technology platform and turn it into an attention-getter that’s easy to understand. Don’t be deterred by the title; if you are serious about your brand, read on to discover how to find your proverbial tutu and get out and dance.