You're the director of public relations for a major non-profit. You have fought for your budget lines in endless internal meetings, achieved buy-in with your colleagues, and planned rollouts over many weeks - or months - for your communications objectives.
Boston City Councillor Tito Jackson, right, leads some 200 people in the ice bucket challenge at Boston's Copley Square, Thursday, Aug. 7, 2014 to raise funds and awareness for ALS. Courtesy The Associated Press.
Then out of nowhere comes the seemingly effortless success of the Ice Bucket Challenge, which has raised tens of millions of dollars for a disease with no cure and with a relatively obscure public profile. Does it send you back to the drawing board? Courtesy The Huffington Post.