Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars

by Jay Conrad Levinson, Rick Frishman, Jill Lublin

Overview

Guerrilla Publicity provides expert advice for how to use publicity in the 21st Century, including Blogs, Podcasting and Social Networking. It is the PR bible and sets the foundation for practical PR campaigns.

Within Guerrilla Publicity, PR gurus, Jill Lublin and Rick Frishman, help those in business launch their publicity campaigns into the twenty-first century. This completely updated version of the publicity bible lays out the foundation of practical PR knowledge, while bringing everyone up to date with the latest Web-based publicity strategies. Throughout Guerrilla Publicity, readers learn how to capitalize on low-cost (and sometimes cost free) technologies so they can:

Offer expert advice over the internet with podcasts

Send out an e-mail blast to quickly reach consumers

about the latest products or services

Connect with their clients on social networking sites

Conduct effective virtual seminars

Build out their website in order to build name recognition

Product Details

ISBN-13:	9781642799293
Publisher:	Morgan James Publishing
Publication date:	10/27/2020
Pages:	322
Sales rank:	1,069,410
Product dimensions:	8.90(w) x 6.00(h) x 0.90(d)

About the Author

Rick Frishman, Publisher at Union Square Publishing in New York and founder of Planned Television Arts (now called Media Connect), has been one of the leading book publicists in America for over 43 years. He works with many of the top book editors, literary agents, and publishers in America, including Simon and Schuster, Harper Collins, and Random House. Rick is co-author of 18 books, including Author101, 250 Rules of Business, Guerrilla Publicity and Networking Magic. He has worked with hundreds of bestselling authors, such as Mitch Albom, Bill Moyers, Stephen King, Caroline Kennedy, Mayor Ed Koch, Howard Stern, President Jimmy Carter, Sophia Loren, and Smokey Robinson. Rick has appeared on hundreds of radio shows and more than a dozen TV shows nationwide, including Oprah, Fox News and Bloomberg TV. He has also been featured in the New York Times, Wall Street Journal, Associated Press, Selling Power Magazine, New York Post, and scores of other publications. He has appeared on stage with notables such as Sir Richard Branson, The Dalai Lama, T. Harv Eker, and Jack Canfield. Rick has a BFA in acting and directing and a BS in communications from Ithaca College. He is a sought-after lecturer on publishing and public relations. He is the founder of Author101Universitywhich has presented over 32 events since 2002. Rick and his wife, Robbi, live in Long Island, NY.

Jill Lublin is an international speaker on the topics of Radical Influence, Publicity, Networking, Kindness, and Referrals. She is the author of four best-selling books, including Get Noticed...Get Referrals. She is also the co-author of Guerrilla Publicity and Networking Magic. Her latest book, Profit of Kindness, is #1 in four categories. Jill is a master strategist on how to position a business for more profitability and more visibility in the marketplace. She is CEO of a strategic consulting firm and has over 25 years of experience working with over 100,000 people, plus national and international media. Jill teaches Publicity Crash Courses as both live events and live webinars. She consults and speaks all over the world. Jill also helps authors to create book deals with major publishers and agents, as well as obtain foreign rights deals.

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

What People are Saying About This

Kenneth L. Browning

Rick Frishman brings his wealth of knowledge and experience to his latest book, Guerrilla Publicity. It's an indispensable source of information from one of the great public relations masters. (Kenneth L. Browning, Entertainment Attorney, Browning, Jacobson & Klein, LLP, Beverly Hills, CA)

Stephen P. Burgay

Shameless self-promotion works, and no-one practices it better than Frishman and Levinson. This book is the perfect 'ABC's' of PR. It's full of common sense and sage advice, which makes it a rarity in the PR world. (Stephen P. Burgay, Senior Vice President of Corporate Communications, John Hancock Financial Services, Inc.)

Mark Victor Hansen

As best-selling author of Chicken Soup for the Soul, I know how powerful publicity is. Guerrilla Publicity is a clear, simple road map that shows you how to get publicity and do it on a budget. (Mark Victor Hansen, co-creator, #1 New York Times best-selling series Chicken Soup for the Soul®)

Sheree Bykofsky

This dynamic book will help authors and everyone else to get attention in today's competitive marketplace. (Sheree Bykofsky, Literary Agent/Author)

Steven Schragis

There are very few people who understand the art of publicity as well as Rick Frishman does. In fact...I don't think anyone understands publicity as well as Rick!(Steven Schragis, Executive Director, The Learning Annex)

Robert H. Schuller

Rick Frishman has helped bring the story of our ministry to America. (Rev. Robert H. Schuller, Host "The Hour of Power")

Nancy-Gay Rotstein

Rick's charisma and innovative ideas will help any author or business person get their message across.(Nancy-Gay Rotstein, author of Shattering Glass)

Amy Weintraub

Rick's book contains great information for anyone who wants to promote themselves or their product. (Amy Weintraub, Creator/Producer, Baby Songs videos & audios)

John Gray

This book teaches the publicity and marketing tools every business person needs to know today.

Denis Waitley

Do Rick's Guerrilla strategies work? He helped me, an unknown at the time, become a Times' best-selling author. You can take this book to the bank! (Denis Waitley, author Seeds of Greatness)

Bill Catlette

Seldom in life do you get a chance to learn from a real guru. Consider this book such an opportunity. Rick doesn't know book publicity - he INVENTED it! (Bill Catlette, speaker & co-author, Contented Cows Give Better Milk)

Guy Kawasaki

This book is a clear, simple road map that shows you how to get publicity and do it on budget.(Guy Kawasaki, CEO, Garage Technology Ventures)

Shad Helmstetter

Publicity today — the battle for minds — is warfare with new rules. Jay Conrad Levinson has written THE must-read rule book for winning and surviving the publicity war. (Shad Helmstetter, Ph.D., author of 11 books including, What To Say When You Talk To Your Self)

William Parkhurst

With Guerrilla Publicity, Rick Frishman and Jay Conrad Levinson offer everything you need to know to get free media exposure and use it as a goal-oriented, razor-sharp strategy for getting ahead and stranding the competition.(William Parkhurst, author, How To Get Publicity)

Tony Alessandra

Guerrilla Publicity is loaded with easily implemented, practical ideas. They work! I know, because I've successfully tried several of them with my books. (Dr Tony Alessandra, author of The Platinum Rule and Charisma)

Dan Poynter

This book is packed with publicity instructions, checklists, clever ideas and inspiration. It explodes with the authors' energy, enthusiasm, tenacity and brilliance. Whatever your product or service, these authors show you how to give it what it deserves: media coverage and money. (Dan Poynter, author, The Self-Publishing Manual)

Harvey Mackay

Guerrilla Publicity will rocket your career. The hundreds of strategies and secrets can help anyone in any profession acquire the success that they dream of. Buy this book immediately and get started. (Harvey Mackay, New York Times bestselling author of Swim With The Sharks Without Being Eaten Alive and Pushing The Envelope)

Jack Canfield

Don't even think of going out into the publicity jungle without this book. You will be eaten alive. Whether you have a small company or are the CEO of a big one...Guerrilla Publicity will give you the tools you need get the job done! (Jack Canfield, co-author of the Chicken Soup for the Soul® series and CEO for Chicken Soup for the Soul® Enterprises)

John Kremer

Guerrilla Publicity is a great nuts-and-bolts guide with plenty of useful advice. I think it's going to be my favorite guide for publicity.(John Kremer, author, 1001 Ways to Market Your Books)

Seth Godin

Smart businesspeople disagree about many things—but they all agree that Jay Levinson is brilliant. If Jay says it, you should try it. Guerrilla Publicity is yet another example of his insight—cheap at any price.(Seth Godin, author, Survival is Not Enough)

Louis Patler

For a long time I've felt that generating good publicity is the last stronghold of amateurism. Not any more. In Guerrilla Publicity we get the zip zap, 24/7, 'this-really-works' news from the real pros. Buy it. Use it. Take it to the bank.(Louis Patler, President, The B.I.T. Group and author of Don't Compete ...TILT the Field! and If it ain't broke...BREAK IT!)

Barry Neil Kaufman

In our personal development seminars at The Option Institute, one of the key principles we teach is being a 'force of nature' — knowing exactly what you want and taking thorough and persistent action to get it. Guerrilla Publicity is the entrepreneur's guide to being a promotional 'force of nature.' It explains exactly what to do and why to do it, plus it contains valuable resources to help you get there. What more could you want? (Barry Neil Kaufman, Author, Happiness Is A Choice, Director, The Option Institute)

Max Davis

Rick Frishman's advice has been pure gold to my career. In Guerrilla Publicity, Rick draws from his many years of advising some of the most well-known names in the business. If selling your product is import to you, read this book!(Max Davis, author of It's Only A Flat Tire In The Rain and Never Stick Your Tongue Out At Mama)

Robin Sharma

Rick Frishman is, quite simply, one of the best of the best in the pr business. Guerrilla Publicity is the perfect companion for any author or publisher who is dedicated to creating a major bestseller. You cannot afford not to read this book. (Robin Sharma, author of The Monk Who Sold His Ferrari and one of North America's top professional speakers)

Jack O'Dwyer

Rick Frishman is one of the most expert PR people I know in gaining publicity for clients, particularly broadcast publicity. His new book shares decades of experience and is must reading for all PR pros. (Jack O'Dwyer, Editor-in-Chief, O'Dwyer PR Publications)

Robert G. Allen

In my 25 years of promoting my books and programs, I attribute some of my biggest successes to great publicity. This book captures the wealth of information needed to make any book, product, or program a bestseller through publicity! (Robert G. Allen, author of New York Times bestsellers Nothing Down, Creating Wealth, Multiple Streams of Income and Multiple Streams of Internet Income)

Jennifer Kushell

With Guerrilla Publicity the argument - 'but I can't afford a publicity campaign' is lost forever. This book makes achieving great exposure possible for anyone, anywhere. (Jennifer Kushell, Author of The Young Entrepreneur's Edge & President, Young & Successful Media Corp.)

Joel Roberts

When it comes to PR, Rick Frishman is as good as it gets. Read this book. Imbibe this book. Devour this book. It could help make you a star. (Joel Roberts, Media Coach and Strategist, Former Prime Time Host, KABC Radio, Los Angeles)

Jim McCann

Guerrilla Publicity is a great tool for anyone looking to understand - and tap into -the power of publicity.

Robyn Freedman Spizman

Having been in the Public Relation's profession for over 20 years, I definitely know what works. My best advice is if you want to succeed, then read this book. These seasoned authors give you a step-by-step plan. Don't wait another second if you want to sell books!(Robyn Freedman Spizman, Co-owner of The Spizman Agency, Atlanta, GA, Consumer Advocate and the author of 68 books including When Words Matter Most and 300 Incredible Things On The Internet with Ken Leebow)

Editorial Reviews

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.

Publishers Weekly

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

Library Journal

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

Soundview Executive Book Summaries