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For those out there who do not know about the two gentleman in the title. Steve Rubel could be defined as the Nureyev of PR, while I think of Seth Godin as the Gandhi of Marketing.
Why a post on these two nice fellas? Well if you are in events I strongly suggest MicroPersuasion and Seth's Blog as a daily reading. I think you get more useful stuff there than in a complete textbook on the subject.
Moreover I invite you to have a look at Rubel's post on Scripting and at Seth Godin idea of people in organizations that get things done. Very specific to our matter here!