Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum DollarsIncludes Podcasts, Blogs, and Media Training for the Digital Age

Overview

Provides strategies for obtaining free media exposure and garnering positive public relations for one's image, products, and services. Several chapters are devoted to publicity geared to both Web and Net. The strategies? Never give up the publicity quest, craft an effective sound bite, believe you are an expert, and continually feed the information-crazed media beast. A very fast read. Annotation c. Book News, Inc.,Portland, OR
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Overview

Provides strategies for obtaining free media exposure and garnering positive public relations for one's image, products, and services. Several chapters are devoted to publicity geared to both Web and Net. The strategies? Never give up the publicity quest, craft an effective sound bite, believe you are an expert, and continually feed the information-crazed media beast. A very fast read. Annotation c. Book News, Inc.,Portland, OR
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Editorial Reviews

Publishers Weekly
Nonfiction Notes Business in the New Economy Billing itself the PR bible for a new decade, Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars is a guide for self-promoters to increase their product's visibility. Authors Jay Conrad Levinson, Rick Freshman, Jill Lublin and Mark Steisel methodically explain strategies to help stir up interest, whether one is pitching a story or offering to take wedding photos. Their suggestions range from expressing your message simply (introduce yourself with a sound byte) to using the Internet as a publicity vehicle. Realistic yet supportive, this book will be a godsend to those untrained in the intricacies of publicity. (June) Copyright 2002 Cahners Business Information.
Library Journal
Levinson began his series of "guerrilla marketing" titles in 1963 and now has almost 30 to his credit. Here he is joined by Rick Frishman, a previous collaborator who is president of Planned Television Arts and executive vice president of Ruder*Finn, and Jill Lublin (Insider's Edge to Powerful Publicity), CEO of the strategic consulting and public relations firm Promising Promotion. In 33 fact-packed chapters and two appendixes (sample materials and a resource directory), the authors offer a practical, step-by-step guide to publicity. Tips range from how to make friends in the media to using the Internet to publicize a product, and sample press kits and media packages are included. The book is not definitive but very usable, giving readers the know-how to carry out many of the functions of public relations and to find further information as necessary. This book belongs in public and academic libraries that serve business practitioners. Littleton M. Maxwell, Business Information Ctr., Univ. of Richmond, VA
Soundview Executive Book Summaries
Why Great Publicity Doesn't Have to be Expensive
A quick glance at the table of contents of will give anyone an idea of the vast number of tactics that can bring publicity to a product or service. If you want to stir up interest in who you are, what you do or why it is important, Guerrilla Publicity can help you do it. If it has to do with publicity, the marketing and public relations professionals who wrote this book have the tools you will need to take your great ideas to the masses.

When the authors of Guerrilla Publicity write about guerrillas, they are writing about the "business operators who substitute time, energy and imagination for money." These are the small-business operators who want to build relationships first, before making a ton of money, and measure their performance on profits instead of sales. Guerrilla entrepreneurs are not in a huge hurry to reach the end of the journey, and understand that publicity is much less expensive - and allows them to express themselves in greater depth - than advertising. They also know publicity can help them establish credibility faster than advertising because people are more likely to believe information that is reported as news.

Honking Your Own Horn
According to the authors, publicity is "getting free media exposure for your product or service." Creating a buzz is a way to develop identity, name recognition and a message, and it also compels people to invest and do business with you. Creating publicity means honking your own horn, because if you don't, who will? So, they write, promote yourself, sell yourself, and make yourself known, because consumers are attracted to the names they know.When your name recognition increases, so do your profits.

The first chapter of Guerrilla Publicity discusses ways for entrepreneurs to put themselves on the map. To do this, the authors suggest that they establish themselves as experts by writing articles, giving talks and demonstrations, starting a Web site, participating in conferences and panel discussions, and volunteering their services. Then, they give pointers on each of these things and illustrate their points with numerous examples from real life.

The Importance of Relationships
Next, the authors address the importance of succinct messages, and provide the essential skills needed to create them. They also instruct entrepreneurs on how to use the media for their own benefit while giving them pointers about networking, and shaping a message into a sales pitch that gets attention. Creating long-term, ongoing relationships is a key part of their message, and they say that small-business owners must think in terms of campaigns, not ads; careers, instead of jobs; and decades, instead of days, months and years. To become established in the limelight, a slow deliberate process is the best way to build for the long term, and establishing yourself as an expert and a resource for media outlets is a great way to get on the radar screen again and again.

Self-promotion energizes prospective customers, and becoming a walking advertisement by keeping your products, brochures and business cards close at hand will give you a simple way to attract clients with very little effort. The authors also suggest that a publicity plan should go hand-in-hand with a business plan, and will help business owners come up with a realistic budget.

Why Soundview Likes This Book
Guerrilla Publicity provides an informative and exciting look at promotions and public relations, and teaches the marketing tools that every entrepreneur should know before setting out to sell a product or service. The book's useful design takes readers quickly from point to point, and every chapter provides a summary that tells readers exactly what lessons they should take away from the chapter. By breaking down the publicity process into an enjoyable experience, the authors' excitement translates into a highly readable and fun manual that can help any entrepreneur get a message to the masses. Copyright (c) 2002 Soundview Executive Book Summaries

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Product Details

  • ISBN-13: 9781580626828
  • Publisher: Adams Media Corporation
  • Publication date: 6/28/2002
  • Pages: 304
  • Product dimensions: 6.30 (w) x 9.22 (h) x 0.98 (d)

Table of Contents

Introduction
Chapter 1: Put Yourself On The Map
Chapter 2: Introduce Yourself With A Sound Bite
Chapter 3: Build Your Campaign From Inside Out
Chapter 4: Build Relationships To Build Empires
Chapter 5: Eat, Sleep And Breath Publicity
Chapter 6: Build Your Marketing Plan Around Publicity
Chapter 7: Zero In On Your Market — Save Time, Money And Aggravation
Chapter 8: Come From The Heart
Chapter 9: Press Releases: Grab 'em Fast And Don't Let Go
Chapter 10: Media Lists: Play The Numbers Game
Chapter 11: Follow Up, Follow Up, Follow Up
Chapter 12: Media Kits—Guerrilla Style
Chapter 13: 15 Things The Media Hates
Chapter 14: 15 Things The Media Loves
Chapter 15: Find Your Uniqueness And Capitalize On It
Chapter 16: Promote Early, Forcefully And Fast
Chapter 17: Always Be Too Prepared For An Interview
Chapter 18: Keep Up To Date!
Chapter 19: Think "Headlines"
Chapter 20: Participate In Special Events
Chapter 21: Get Others To Spread The Word
Chapter 22: Make Friends In The Media
Chapter 23: Design A Seminar
Chapter 24: Get Published
Chapter 25: Prepare For The Unpleasant
Chapter 26: Crises Control—Confront Disasters And Turn Them Around
Chapter 27: Grow Your Business With A Web Site
Chapter 28: Research The Information Superhighway
Chapter 29: Join Internet Communities
Chapter 30: Online Publicity Strategies
Chapter 31: In Praise Of E-Mail
Chapter 32: Growing Pains—How To Hire The Right PrA: Sample Materials
Appendix B: Resource Directory
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Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted June 16, 2004

    Packed With Knowledge!

    Co-authors Rick Frishman and Jill Lublin join Jay Conrad Levinson, author of the 1983 bestseller Guerrilla Marketing, in establishing the war plan for your guerrilla approach to publicity. You supply the planning and persistence; they¿ll supply the battlefield strategy. The authors take you into the newsrooms and show you how to generate publicity without making reporters dread your calls. You¿ll learn how to turn rejections into opportunities and how to muster every tool in your arsenal most effectively, from press releases to e-mail. It¿s a little too list-oriented, but this thorough manual does include plenty of sample materials, including bios, press kit components and printed promotional goodies. We recommend this book to savvy strategists who aren¿t afraid of wanting ¿ and getting ¿ attention.

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  • Anonymous

    Posted February 21, 2004

    Better than an ad agency

    We are all in the public relations business. Gone are the days when only movie stars had press agents and only politicians cared about public relations. No longer do only very large companies need a good public relations plan. Now with the world getting smaller and more electronically connected we all need to be concerned about our public relations. Whether we are an electronic manufacturer or the owner of a small rep firm we all need to be focused on how we and our company is perceived by the public. Actually it¿s more than just perceived, we have to get out there and make sure that people know who we are and what we do. You can establish credibility by reputation. If you are a rep firm looking for key principals, what better way to immediately establish credibility than to have your prospective principal talked with your happy and satisfied current principals? This book is just full of tips and tools for you to use to help get your name out there in a very position way and most importantly in these hard times very economically. Those of you familiar with the authors and their series of ¿Guerrilla Books¿ know what to expect; no nonsense meat and potatoes advice on how to promote your business. What I love about these guys is that they show you how to do things yourself for the most part. And then when you do have to go to an outside agency, such as an ad agency they will show you how to manage that relationship as well. They key to this book is its functionality. The writer makes the lesson very easy and enjoyable by taking the reader through a series of step-by-step exercises for each chapter as well as a summary at the end of each chapter letting the leader know exactly what he should have perceived in that chapter. In fact, the summaries are so good that a great way to review the book is to just go through the chapter summaries. For thirteen bucks ($12 at B&N)this book is a heck of a bargain, I urge you to pick it up, read it and add it to your business library.

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  • Anonymous

    Posted March 15, 2003

    Great Book!!!!

    After learning her techniques I now know and have the courage to move forward with my business. And I know it wont be as difficult as I originally believed.

    Was this review helpful? Yes  No   Report this review
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