Use Guerrilla PR 2.0 to Engage Media


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. 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.

2.  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.


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.




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.