The Playmaker

Explore 18 powerful PR strategies — and learn how to use them.

Instructor: Jerry Silfwer

Latest update: October 12, 2023

Level: Intermediate

Please note: This online PR course is for professional communicators looking to make lasting impacts.

Do you want to create more powerful PR strategies?

If so, this course is for you.

In this course, these are the PR strategies you will get:

  • Introduction: 1-Page Strategy


  • Strategy 1: Promise Filter
  • Strategy 2: Superhero Solution
  • Strategy 3: Stupid Majority


  • Strategy 4: Inbound First
  • Strategy 5: Content Themes
  • Strategy 6: Deep Content


  • Strategy 7: Divvy Up
  • Strategy 8: OPA Piggybacking
  • Strategy 9: Honeymoon Outreach


  • Strategy 10: Easy Street
  • Strategy 11: Semantic Anchoring
  • Strategy 12: Grand Focus


  • Strategy 13: Surround Message
  • Strategy 14: Inbound First
  • Strategy 15: Thought Leadership


  • Strategy 16: Thought Leadership
  • Strategy 17: Hidden Arena
  • Strategy 18: Dream Enabler

The course consists of 18 modules detailing one profound PR strategy each. Each module comes with a masterclass video lecture (15-20 mins.), 1-page strategy worksheet, strategy quiz, transcript, and audio version.


  • See: Strategy Video
  • Hear: Strategy Podcast
  • Read: Strategy Whitepaper
  • Test: Strategy Quiz
  • Try: Strategy Worksheet

Please read this page closely to learn more.


  • How-To Guide: Keyword Research
  • Video: State of Content
  • Presentation: Slide Deck

Here's what this course will teach you:

  • Learn and put 18 powerful PR strategies to use
  • Use PR to build awareness, recognition, and reputation
  • Advance your PR career with a sharper strategic mind


The Playmaker

17 years of PR experience, Cision's PR Award in 2016, BA in Strategic Communications, BA in Linguistics

In The Playmaker PR course, your instructor Jerry Silfwer (author of the blog Doctor Spin) will share with you his 18 most useful and powerful strategies — collected and refined from 18 years of hands-on experience in the PR industry.

From New York to Stockholm, Jerry has worked with hundreds of local and international brands spanning over almost all major industries. With an even split between B2C and B2B, he's crafted PR strategies for small startups all the way up to multinational megabrands.

What Makes THE PLAYMAKER Different From Other PR Courses?

First, let me state the obvious:

There aren't a lot of PR courses out there. In search of inspiration, I've signed up and tried those that I've found. Often, the content is dumbed-down to the point of becoming pre-school level. And too often, the content is downright inaccurate.

But there's more to this story:

In 2016, I was asked to give a TEDx talk about PR. I was surprised, but since I often teach university PR students, I quickly put together a 18-minute talk about one of my favourite strategies, Stupid Majorities (which, of course, is included as one of the strategies in this course).

To my amazement, the TEDx talk about the Stupid Majority strategy went on to accumulate 170,000+ views. My takeaway from that whole experience is that there's a real interest for PR strategies out there.

I went on thinking to myself, "The Stupid Majority is just one powerful PR strategy — I've got 17 more to share."

Why not, right?

Now, I would never presume to take all the credit for these strategies:

I've been fortunate to work with some of the best minds in the PR industry. And I took notes rigorously. I worked with hundreds of brands with different PR challenges and carefully logged what worked — and what didn't.

While I've picked up some amazing strategies from senior PR legends, I've also picked up strategies from nearby fields such as SEO, content marketing, inbound marketing, growth hacking, email marketing etc.

The reason is simple: You can't succeed in PR today without a digital-first mindset.

I've also nurtured a long-standing fascination for behavioural psychology. In fact, my absolute favourite PR strategies (like Stupid Majority) are inspired by established and well-researched psychological phenomenons.

To date, I've been taking notes about PR strategies for 22 years (I started studying PR at the university in 2000). And I've been crafting and implementing PR strategies professionally for 18 years.

Having authored a PR blog and shared useful articles for two decades, I wanted to create a course that I'd love. So, I did.

THE PLAYMAKER Will Give You a Toolbox of 18 Powerful PR Strategies

As your instructor, I want to share with you my 18 favourite strategies from my career in the PR industry. Many of these strategies have delivered magnificent results to numerous brands—also in tight spots and under immense pressure.


This a 6-week online PR course, but all material will be immediately released to you upon enrollment.

In each main masterclass video (15-20 mins.), I explain the strategy with examples and case studies. I detail how YOU can use the specific strategy. I also provide 1-page strategy worksheets, strategy quizzes, transcripts, and audio versions.

Who Is This Course For?

The Playmaker course is designed for communication professionals, PR consultants, all types of marketers, and entrepreneurs — or anyone looking to enter these fields.

You could be focused on B2C (business-to-consumer) or B2B (business-to-business) since these strategies can be adapted for both. You could work at a large international corporation or a small local startup. You could have decades of PR experience or just be starting out.

Put in another way: This is not a course for those who are interested in just pitching one story to one journalist — and then be done with it.

These are strategies for changing minds, narratives, and behaviours. Which is exactly what a great PR strategy should do.

At this point, perhaps I should promise you that these strategies will launch your career into the PR stratosphere. Or that these strategies will turn you into the quintessential spin doctor of our generation. I'll leave that sort of sleazy sales-jargon for other online marketers, I think.

My list of former PR clients should speak to my experience:

Adobe, Saab, H&M, Oracle, Spotify, HTC, Oriflame, Procter & Gamble, Groupon, Q-Med, Michael Kors, Swedish Incubators & Science Parks, TeliaSonera, TetraPak, Kenneth Cole, Husqvarna, Lanvin, Rehband, Cygate, Eaton, Efva Attling, EMC Information Systems, Eton Shirts, Gant, The Swedish Internet Foundation, Thompson Hotels, Nobis Hospitality Group, Pandox, PostNord, Scandic Hotels, SVT, Triwa, Visit Denmark, Visit Sweden, Whispr Group, Berghs Shool of Communication, Mid Sweden University, Hyper Island, Uppsala University, Beckman's School of Design, IHM Business School etc.

In general, my PR philosphy is that I prefer to under-promise and over-deliver. (I'd rather have fewer but happier PR students in this course, anyway.)

However,this is my promise: I've poured both my heart and professional pride into creating this course.

Now let me walk you through, in detail, everything I’ll cover inside this training program:

Here's what you can expect when you join:

18 Powerful PR Strategies (in detail)

Besides from 18 masterclass videos detailing each strategy thoroughly, you'll also get 1-Page Strategy worksheets for each module. These worksheets will help you transform these strategies into actions that you can put into play for your brand.

Downloads, Bonus Content, and Future Updates

For as long as the course exists, you'll still have access to your material. This means that you'll keep having access to all of the bonus PR content + any future updates of the course.

Learn the Way You Want To Learn

If you learn best by reading, you'll find downloadable transcripts to all videos. For learning by listening, you'll find downloadable audio files. And, of course, the content works just as well on any screen size.

1-to1 Instructor Guidance

Do you need extra support? Or do you have questions related to your specific PR challenges? No worries. For the 6-week duration of the course, each student have direct access to the instructor via a priority email address.

Spin Academy's Alumni Group

By enrolling in The Playmaker online PR course, you'll be invited to Spin Academy's Mastermind Tribe where you can discuss and connect with other great alumni — and with your instructor. In PR, such peer relationships can be worth their weight in gold.

10-Day Money Back Guarantee

Even though this is a 6-week course, you get access to everything immediately. No holding back. But if you want your money back (within 10 days), you'll get a full refund. No questions asked.



The Playmaker

$ 349$ 449
  • 6-Week PR Course
  • 18 Video Masterclasses
  • 18 1-Page Strategy Worksheets
  • 18 Strategy Quizzes
  • Chat Room with Students & Alumni
  • Direct Email to Instructor
  • All Future Updates Included
  • 10-Day Money-Back Guarantee

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