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Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars Paperback – June, 2002

4.7 out of 5 stars 43 customer reviews

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Editorial Reviews

From Publishers Weekly

Billing itself the PR bible for a new decade, Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars is a guide for self-promoters to increase their product's visibility. Authors Jay Conrad Levinson, Rick Freshman, Jill Lublin and Mark Steisel methodically explain strategies to help stir up interest, whether one is pitching a story or offering to take wedding photos. Their suggestions range from expressing your message simply (introduce yourself with a sound byte) to using the Internet as a publicity vehicle. Realistic yet supportive, this book will be a godsend to those untrained in the intricacies of publicity.
Copyright 2002 Cahners Business Information, Inc.

From Library Journal

Levinson began his series of "guerrilla marketing" titles in 1963 and now has almost 30 to his credit. Here he is joined by Rick Frishman, a previous collaborator who is president of Planned Television Arts and executive vice president of Ruder*Finn, and Jill Lublin (Insider's Edge to Powerful Publicity), CEO of the strategic consulting and public relations firm Promising Promotion. In 33 fact-packed chapters and two appendixes (sample materials and a resource directory), the authors offer a practical, step-by-step guide to publicity. Tips range from how to make friends in the media to using the Internet to publicize a product, and sample press kits and media packages are included. The book is not definitive but very usable, giving readers the know-how to carry out many of the functions of public relations and to find further information as necessary. This book belongs in public and academic libraries that serve business practitioners. Littleton M. Maxwell, Business Information Ctr., Univ. of Richmond, VA
Copyright 2002 Cahners Business Information, Inc.

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Product Details

  • Series: Guerrilla
  • Paperback: 304 pages
  • Publisher: Adams Media Corporation (June 2002)
  • Language: English
  • ISBN-10: 1580626823
  • ISBN-13: 978-1580626828
  • Product Dimensions: 9.2 x 6.3 x 1 inches
  • Shipping Weight: 14.6 ounces
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (43 customer reviews)
  • Amazon Best Sellers Rank: #1,988,079 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback
The whole Guerrilla Marketing paradigm is based on using non-financial resources to do your marketing especially when you are strapped for cash as a small business. Read 'Guerrilla Marketing' by this author before reading this book on publicity as it is a precursor to any of the books in this best selling series.
Since the Guerrilla Marketing plans are all based on a lot of imagination, intellect, and effort, Guerrilla Publicity is probably one of the best tools to use (it's free!). Publicity is defined by the author as 'the art of building favorable interest in your product or service. It's creating a buzz, an identity, name recognition, and getting your message across. Publicity is a part of public relations'.
The hundreds of publicity ideas are summarized in about thirty three 2-3 page chapters that pull together related ideas. As with all of this author's books, this book is very easy to understand and implement. The only complaint I have is that the sections on Internet related publicity are a little weak. Even though there is no perfect book on the subject of Internet publicity, there are better books out there than this one. But even so, the Internet related sections are very good, just not at the same level as the rest of the book.
Publicity as a marketing tool is probably one of the hardest things for a small business to master as most small businesses are formed out of technical competence before being forced to learn all the other skills needed for a successful business - marketing, sales, management, etc. After reading this book, I became even more committed to mastering the art and science of publicity as a marketing tool. No small business can avoid this tool on the path to success.
Go ahead and invest in this inexpensive book. You won't regret it. Good luck!
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Format: Paperback
Jay Conrad Levinson has developed a reputation as a "guerrilla marketer," doing non-traditional things-along with the proven-to grab and hold the attention of the prospective buyer. Guerrillas are defined as "business operators who substitute time, energy, and imagination for money . . . small businesses who have big dreams rather than big bankrolls."
Although his name as shown as the primary author, I don't think Levinson had much to do with writing this book. And that's OK. It's OK because the other co-authors are well-known and respected publicists who have achieved results for their clients for many years. They know what they're talking about. Personally, I don't think they had to hitch their wagon to Levinson's star; but the name and theme do add something to the book.
Frishman and Lublin have written a book that addresses fundamentals. You'll read things like "Publicity never sleeps. It's an ongoing, 24/7 process that never stops. Since you're the product, you're also your own best marketing tool." Beginners who use this book (note my word "use," not just "read") will find a wealth of advice and technique in these pages. People who have built some experience over the years, promoting themselves or their product or service, will find refreshing reminders and some things they haven't thought about before. This "new stuff" aspect applies particularly to some of the ideas about using e-mail and the internet. There's even more that Frishman and Lublin didn't cover in this area, but once you get started, you'll find those new approaches. Their writing will stimulate your creative juices to develop more strategies. Their resource guide at the end of the book will give you more places to go for learning.
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Format: Paperback
The creator of the guerrilla marketing concept stroke back once again in 2002 with a slight twist of his idea, focusing on publicity this time around. The book is packed with tips on how to obtain publicity the guerrilla way, sometimes at a minimal expense to your business, although Levinson does acknowledge the importance of devoting "a good chunk" of your marketing expense to this critical component. At times it could use more examples: it feels like a five-minute guide to all publicity topics (in fact, you WILL be able to complete the whole book in less than a weekend). However, some key ideas are still there: the importance of going slow, taking the time to do things right and planning ahead, to ensure effectiveness of your publicity initiatives. Overall, I found it useful, since I am not a PR person myself, but I don't see it being too useful to PR professionals.
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Format: Paperback
Although I was a big fan of Guerrilla Marketing for Writers, Guerilla Publicity is even stronger. It has more lessons for a broader range of readers and does an excellent job of integrating its subject area into a firm's day-to-day business activities. It also is more entrepreneurially-oriented.

Guerrilla Publicity's success lies in repositioning public relations from a "patched on" or "exploitative" function to one that is intrinsic to the way the business owner thinks of, and manages, their business. Instead of the frequently encountered "how to manipulate the media" approach, Guerrilla Publicity emphasizes that public relations activities that are not based on a firm's philosophy and day-to-day operations, are both deceitful and doomed to fail.

Guerrilla Publicity teaches you not only how to run a business that's worthy of promotion but also how to become a valued resource to the media that impacts your market. You'll learn not only the basics orf crafting and formatting a press release that
will be read as well as how far to go with following-up by phone.

Choose Guerrilla Publicity when you want to earn your public's attention instead of buying it through inflated media purchases. Choose it when you want to rethink not just your firm's public relations, but also your firm's total marketing program and how you appear to your customers and prospects. Half-way through Guerrilla Publicity, late one night, for example, I stopped reading and wrote out an outline of an entirely new business plan on the inside back cover. The book sparked my thinking and provided me with a framework for rethinking my marketing and customer service objects which are at the basis of publicity. Guerrilla Publicity is that good.Congratulations to Jay, Rick and Jill on a job well done, plus numerous samples of completed press materials.
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