Guerrilla P.R. 2.0: Wage an Effective Publicity Campaign without Going Broke

Some notes from Michael Levine’s Guerrilla P.R. 2.0:

Event marketing: Helping during a crisis is always worth it.

The media teaches and normalizes social behavior.

Presidential sound bites were 42.5 seconds in 1968, 10 seconds by 1988. Equates to around 16 words.

Public relations giftwraps a product or event. 

Consider utility, juxtaposition, humor and image.

Remember need, angle and links. 

Be immediate but never boring. Decide the objective, then audience, then message. 

A media pitch should follow the five Fs - fast, fair, factual, frank, friendly. 

Dale Carnegie (1936): Be interested in others, smile, remember names, listen, talk in terms of the interests of others, make others feel important.

Press releases: use double spacing, FOR IMMEDIATE RELEASE, include slug, ### at end, five Ws in the first paragraph, and the inverted paragraph. 

Press kit: Background on product, industry, company and/or client. Biographies, photos, videos etc.