Guerrilla Publicity

by Levinson, Jay Conrad

• ISBN13: 9781580626828
• ISBN10: 1580626823
• Format: Paperback
• Copyright: 2002-06-01
• Publisher: Adams Media Corp

Summary

When Guerrilla Marketing was first published in 1983, its edgy approach helped it shoot to the top of bestseller lists. The book was a break-through for small businesses and has since yielded several classics bearing the immediately recognizable Guerrilla name.

Now, at long last, Jay Conrad Levinson has teamed with two high-profile PR execs -- Rick Frishman and Jill Lublin -- to produce Guerrilla Publicity -- the PR bible for a new decade. The book lays out an aggressive plan for learning how to build publicity campaigns from the inside out, zeroing in on a targeted market and infusing a marketing plan with publicity hooks.

This powerhouse work also includes:

-- Inside information on how to make friends in the media

-- Simple ways to get others to spread the company's message

-- Sample press releases and media kits -- "Guerrilla" style

Author Biography

Jay Conrad Levinson is the author of the best-selling marketing series in history, Guerrilla Marketing, plus twenty-eight other business books. His "Guerrilla" concepts have influenced marketing so much that today, his books appear in thirty-seven languages and are required reading in many MBA programs worldwide. Jay taught Guerrilla marketing for ten years at the extension division of the University of California in Berkeley. He was also a practitioner of it in the United States, as Senior Vice President at J. Walter Thompson, and in Europe, as Creative Director and Board Member at Leo Burnett Advertising. He has written a monthly column for Entrepreneur Magazine, articles for Inc. Magazine, and online columns published monthly on the Microsoft Web site, in addition to occasional columns in the San Francisco Examiner. He also writes online columns for several Internet Web sites, including Netscape, America Online, and Fortune Small Business. Jay is the chairman of Guerrilla Marketing International, a marketing partner of Adobe and Apple. He has served on the Microsoft Small Business Council and the 3Com Small Business Advisory Board. His Guerrilla Marketing is series of books, audiotapes, videotapes, an award-winning CD-ROM, a newsletter, a consulting organization, a Web site, and a way for you to spend less, get more, and achieve substantial profits. Jay can be reached at: www.jayconradlevinson.com or [phone] Rick Frishman, president of Planned Television Arts since 1982, is the driving force behind PTA's exceptional growth. In 1993, PTA merged with Ruder*Finn and Rick now serves as an executive vice president at Ruder*Finn. While supervising PTA's success, he has remained one of the most powerful and energetic publicists in the media industry. Rick continues to work with many of the top editors, agents, and publishers in America, including Simon and Schuster, Random House, Harper Collins, Pocket Books, Penguin Putnam, and Hyperion Books. Some of the authors he has worked with include: Bill Moyers, Richard Preston, Mark Victor Hansen, Hugh Downs, Henry Kissinger, Jack Canfield, Alan Deshowitz, Arnold Palmer, and Harvey Mackay. Rick joined the company in 1976 after working as a producer at WOR-AM in New York City. He has a B.F.A. in acting and directing and a B.S. from Ithaca College School of Communications. Rick is a sought-after lecturer on publishing and public relations and is a member of PRSA and the National Speakers Association. He and his wife Robbi live in Long Island with their three children, Adam, Rachel and Stephanie, and a cockapoo named Rusty. Rick is the coauthor of Guerrilla Marketing for Writers: 100 Weapons for Selling Your Work with Jay Conrad Levinson and literary agent Michael Larsen (Writer's Digest Books). Rick can be reached at: Planned Television Arts 1110 Second Avenue, New York, NY 10022 Phone: [phone] E-mail: [e-mail] Web site: www.plannedtvarts.com Since 1985, Jill Lublin has been CEO of the public relations strategic consulting firm Promising Promotion. She is a dynamic, sought-after international speaker on public relations and marketing. Working with ABC, NBC, CBS, CNN, and other national media has given her great insight into what gets results in the media. She works with diverse clientele-from financial institutions and technology companies to national and international seminar leaders, nonprofit organizations, authors, entertainment professionals, and entrepreneurs. Her clients have been featured in major newspapers and national magazines including The Wall Street Journal, USA Today, Fast Company, Entrepreneur, Inc., and Fortune Small Business as well as television shows such as The Today Show, Live with Regis and Kelly, and Good Morning America. Jill is the host of the nationally syndicated radio program, "Do the Dream," on which she interviews celebrities, CEOs, and extraordinary people who are achieving their dreams. Her guests have included Deepak Chopra and the author of The Four Agreements, Don Miguel Ruiz. "Do the Dream" is a joint venture between GoodNews Media Inc. and PCBroadcast.com. Jill is also a member of the National Speakers Association and the National Association of Women Business Owners, and founder of GoodNews Media, Inc., a media production and distribution company dedicated to positive news and information. Jill has authored several audio programs including "7 Key Points to Powerful Publicity" and "Insider's Edge to Powerful Publicity" as well as a PR workbook, Insider's Edge to Powerful Publicity. Jill can be reached at: Promising Promotion PO Box 5428, Novato, CA 94948 Phone: [phone]; e-mail: [e-mail] Web site: www.promisingpromotion.com.

Table of Contents

Introduction	xiii
Put Yourself on the Map	1	(10)
Introduce Yourself with a Sound Bite	11	(8)
Build Your Campaign from the Inside Out	19	(4)
Build Relationships to Build Empires	23	(6)
Eat, Sleep, and Breathe Publicity	29	(4)
Build Your Marketing Plan Around Publicity	33	(8)
Zero In on Your Market---Save Time, Money, and Aggravation	41	(6)
Come from the Heart	47	(4)
Press Releases: Grab 'Em Fast and Don't Let Go	51	(6)
Media Lists: Play the Numbers Game	57	(8)
Follow Up, Follow Up, Follow Up	65	(12)
Media Kits---Guerrilla Style	77	(10)
Fifteen Things the Media Hates	87	(6)
Fifteen Things the Media Loves	93	(6)
Find Your Uniqueness and Capitalize On It	99	(12)
Promote Early, Forcefully, and Fast	111	(4)
Always Be Too Prepared for an Interview	115	(10)
Keep Up to Date!	125	(4)
Think ``Headlines''	129	(6)
Participate in Special Events	135	(6)
Get Others to Spread the Word	141	(6)
Make Friends in the Media	147	(6)
Design a Seminar	153	(8)
Get Published	161	(8)
Prepare for the Unpleasant	169	(8)
Crisis Control---Confront Disasters and Turn Them Around	177	(4)
Grow Your Business with a Web Site	181	(16)
Research the Information Superhighway	197	(6)
Join Internet Communities	203	(6)
Online Publicity Strategies	209	(8)
In Praise of E-Mail	217	(8)
Growing Pains---How to Hire the Right PR People	225	(8)
Summing Up	233	(4)
Appendix A: Sample Materials	237	(48)
Appendix B: Resource Directory	285	(8)
Index	293