Fresh new publicity strategies from a maverick PR genius Even people who dont). For innovative companies looking for equally innovative ways to get their message out, Can We Do That? is the ultimate resource. Peter Shankman (New York, NY) is CEO of The Geek Factory, Inc., a marketing and PR strategy firm located in New York City. He has been profiled or quoted in the New York Times, the Wall Street Journal, and Fortune, among other prominent media outlets.