The term "guerrilla PR" invokes the scrappy tactics of stealthy combatants and a rough-around-the-edges approach to generating buzz around a communications campaign. Made even
more relevant by Web 2.0 technologies, many of the most successful outreach initiatives now have a guerrilla component; after all, online communities and social networks are the
ideal platform for "unconventional promotions [done] on a very low budget, relying on time, energy and imagination instead of big marketing budgets" (as defined by Jay Conrad
Levinson in his book, Guerrilla Marketing).
The "low budget" aspect of guerrilla PR is especially attractive for communications executives who are feeling the crunch of the current economic downturn. This is the crux of
a recently released book by Michael Levine, Guerrilla P.R. 2.0: Wage an Effective Publicity Campaign Without Going Broke (Collins, 2008). With this as a springboard, Levine
offers the following dos and don'ts of guerrilla PR 2.0 in turbulent economic times.
How To Practice Guerrilla PR
1. Remember that talk is cheap: Use word of mouth to get your business and/or product out there. Use social gatherings and social networking as a way to network and garner
potential clients.
2. Also remember that talk is cheap, but e-mail is even cheaper: Send an e-mail blast to every news outlet and every prospective client you can. To do this successfully, Levine
recommends "sending releases to arrive on slow news days, like the day after a major holiday, or the odd fifth week of the month." Then, if you are announcing an event, provide a
summary in the e-mail with the who, what, when, where information.
3. Pick up the phone: Making phone calls is much less expensive than paying for ads in magazines or on television. Phone every news outlet and prospective client you can.
4. Start a blog: This will help you create a stronger presence online. The blog should have a theme related to your business. This will ensure your blog has a purpose and is
not primarily used as a plug.
5. Start podcasts/video blogging: Just like blogging, this should have a theme
related to your business without acting purely as a vehicle for self-promotion.
You can create effective and free podcasts/shows easily via http://www.nowlive.com
or http://www.blogtalkradio.com.
Don't forget to post your video on YouTube, with the hope it will go viral.
How Not To Practice Guerrilla PR
1. Don't be a pest: Editors, reporters and producers are always on deadline. If they say they can't talk now, they can't. Ask them the best way to follow up.
2. Don't ever lie to the media: You might not want to tell the whole truth when your company is being cast in a negative light, but lying will always be discovered, and all
that will be remembered is the lie. Use guerrilla PR to promote good news, not to minimize the impact of bad news.
3. Don't over-e-mail: E-mail blasts are fine when you have something new to tell your list. If you don't, keep in mind that spam isn't just a spiced ham product.
4. Don't try to be something you're not. If you are uncomfortable talking in front of a group of people, forcing yourself to do so will end up doing you more harm than good.
Only use this approach if it suits your personality, as well as that of your brand, company, product and/or service.
5. Don't miss an opportunity: The phrase "he who hesitates is lost" is never truer than when discussing a guerrilla PR campaign. Wait a moment, and your moment has passed.
Closing Thoughts
Finally, when implementing guerrilla PR tactics in a 2.0 world, remember that the idea behind the initiative must be viable for the effort to be a success. Levine writes that
"the best ideas are based on four fundamental principles: Utility. Juxtaposition. Humor. Image." He defines each in the following way:
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Utility: Usefulness; "Utility equals innovation in design and execution," Levine says.
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Juxtaposition: Putting together disparate personalities, notions, styles, concepts or themes to make people see things in a different light.
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Humor: This one is self-explanatory. Levine says, "Ideas grounded in humor succeed because frankly, they make us feel good."
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Image: "To draw on the image principle for your ideas, reconstitute your thinking into a wordless language," Levine says, suggesting that dreams be used as an inspiration
for images, as dreams employ symbolic language and have emotional impact. PRN