Guerrilla Pr Wired: Waging A Successful Publicity Campaign On-Line, Offline, And Everywhere In Between

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9780071382311: Guerrilla Pr Wired: Waging A Successful Publicity Campaign On-Line, Offline, And Everywhere In Between

This text re-examines the principles of Guerrilla PR - the technique for creating affordable publicity on the fly, for the age of the World Wide Web. Written in the Levine's friendly, "coaching," tone, it explains the tenets of guerrilla PR and how they have changed with technology, describes how web sites for media outlets are constructed and who is accessible through them, and delves deep into the various ways a web program can be used either solo or in addition to a print or broadcast PR campaign. The reader learns how the pros use the web for publicity, how to focus on a target to get superior results and how to avoid all the pitfalls and mishaps that lie in wait for the web PR novice. Plus, the text includes remarkable and true stories of PR success on the web and information from leading web site developers, web masters, editors and producers who have been swayed by savvy web-based guerrilla PR.

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From the Back Cover:

Low- and No-Cost Tactics for Launching a Web-Based P.R. Campaign

Guerrilla P.R. Wired transports Michael Levine's legendary street-fighting P.R. tactics to the wide-open domain of the World Wide Web. Motivating, brilliant, and filled with invaluable strategies for getting maximum attention regardless of your budget, Guerrilla P.R. Wired will show you how to get noticed now and help you craft a message that is both powerful and profitable in today's fast-moving, wired world.

Praise for Michael Levine's Guerilla P.R. Wired

"With his perspective on publicity campaigns and his own newfound devotion to the Internet, Levine provides the best of both worlds, blends them and gives the reader the chance to create his or her own campaign. . . . This book will empower the reader and inspire the businessperson to take a crack at this whole Internet publicity thing and see what happens."
--George Gendron, Editor-in-Chief, Inc., from the Foreword

"The Internet has opened the door to possibilities for publicity and public relations that would have been absolutely unheard of as little as ten years ago. And the best part is it can be done for very little--and sometimes no--money. That means everybody can take advantage of the publicity capabilities of the World Wide Web and do so quickly, cheaply and effectively.
"The key, of course, is knowing how . . ."
--from the Introduction

When it comes to getting fast, powerful, inexpensive, and effective publicity, Michael Levine is better than anyone at knowing how. Levine's seminal 1993 book Guerrilla P.R. changed the face of public relations, became the mainstay P.R. primer from college classrooms to corporate boardrooms, and remains the world's most widely used introduction to public relations.

Guerrilla P.R. Wired transfers Levine's low-cost, down-and-dirty P.R. tactics and techniques to today's Internet. This on-the-fly publicity battle-guide provides detailed, step-by-step instructions for attracting major attention to yourself, your product, or your service, without tapping your promotional budget for thousands or even hundreds of dollars. It's effective P.R. that is fast, easy, and there for the taking--once you know how.

Featuring dozens of case studies and success stories of Web-based guerrilla campaigns, Guerrilla P.R. Wired establishes a new prototype for getting attention--and building your brand or business--in the digital age. Start-up owners, entrepreneurs, and anyone who wants to garner the greatest publicity for the least money can open to virtually any page of this money-saving P.R. manifesto and learn:
*Proven techniques to break through the once-impregnable firewalls of print and broadcast media
*Strategies to establish and benefit from instant credentials as an expert
*Tips for writing an attention-grabbing press release and "Web-tailoring" it to its recipients

Guerrilla P.R. Wired combines the promotional tactics of Michael Levine's revolutionary Guerrilla P.R. with the limitless capabilities of the Internet. The result is the first comprehensive blueprint for low- and no-cost P.R. in the wired world. Fast-moving, entertaining, and valuable to everyone from owners of one-person start-ups to communications managers for global corporations, it shows you how to create your own P.R. campaign--at a lower cost and with more dramatic results than you ever thought possible.

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