Guerrilla PR 2.0
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medicine, 38, 61
Mel’s Diner, 1–2
Men’s Health, 20
Merv Griffin Show, 323
Michaelson, Gerald, Sales & Marketing Management, 84
money troubles, 291–94
monkey-wrenching, 268–70
Montgomery, Lynn, 156–58
Moore, Demi, 225
Moore, Michael, 202
Mothers Against Drunk Driving (MADD), 9, 43, 80–82, 172
music industry, 2, 39, 40, 67, 324–26
Myrick, Daniel, 104–105
NBC, 233, 236
Netflix, 72
networking, 83–91, 96
New Coke, 27–28, 199–201
news, 4, 16–21, 31, 48, 56, 64, 66–67
television, 66, 100, 207–208, 234, 235–42, 245–46
war coverage, 20–21
News Hour with Jim Lehrer, The, 22–23
Newsmaker Interviews, 252
newspapers, 207–216, 217
college, 228
community ethnic, 228
contacting, 208–210
deadlines, 210–11
facts about, 220–21
Internet and, 195, 208–209
interview, 211–16
large vs. small, 209
negotiating story idea, 211–15
See also print media; specific publications
Newsweek, 2, 66, 224, 225, 304
New York, 33, 172, 200, 228
New York Times, 24, 66, 172, 209, 221, 230, 319
New York Times Syndicate, 217
Nissan, 309
Nixon-Kennedy debates, 189
O: The Oprah Magazine, 20
O’Donnell, Rosie, 30
oil companies, 5–6, 43
Olympics, 176
Op-Ed pieces, 176–81
writing, 177, 181
opportunity, 1–3
Oprah Winfrey Show, 230, 242–43
optimism, 88
originality, 201
parties, 265–68
tips and traps, 267–68
Pauley, Jane, 58
pay-per-view, 17, 30, 72
PBS, 234, 236, 242
People, 20, 66, 227
Pepsi-Cola, 28, 199
“perception as reality” theory, 25–28, 50, 189
Perryman, Wayne, 296–97
personal P.R. power, 92–95, 96
Peters, Tom, 29
pets, 55
phone, 120, 137, 182–88, 292, 299
costs, 294
iPhone, 186–88
missed calls, 185–86
pitch, 183–85
tips and traps, 185–86
See also cell phone
photographs, 145–51
bad, 146, 150
caption, 148–49
digital, 148–50, 159, 293
duplication, 292–93
need for, 147–48
press kit, 159
tips and traps, 149–51
PhotoShop, 160, 292
pitch, 70–78, 107, 117
blog, 107–108
exercise, 78
phone, 183–85
styles, 74–76
tips and traps, 77
podcasts, 17, 106, 111–15, 117
politicians, 19, 45–47, 58, 89, 172, 189, 216, 264–65, 276, 295
polls and surveys, 45, 134, 284
PowerPoint, 263
Pratkanis, Anthony, Age of Propaganda, 17, 27
preparation, 89
press conferences, 81, 216, 259–65
press kit, 151–60
bio, 151, 152–58
clips, 151, 159–60
costs, 293
photos, 151, 159
video, 167–70
press release, 33, 34, 79, 125–45, 237, 261, 262
e-mail, 127, 136
errors, 127–28
format, 126–28
photographs, 145–51
timing, 136–37
tips and traps, 136–37
writing, 128–36
printing, 292
print media, 3, 4, 17, 20, 29, 33, 59, 66–67, 72, 135, 150, 195, 207–231, 235
canned feature, 160–64
church newsletters, 228
community ethnic newspapers, 228
facts, 220–21
Guerrilla P.R., 207–231
importance of, 229–30
Internet and, 195, 208–209
magazines, 224–27
newspapers, 207–216, 217
Op-Ed pieces, 176–81
trade publications, 221–24
wire services, 216–20
protests, 268–70
Psychology Today, 180
public, 33, 34–35, 48
publicity, 28–30
public relations, 1–15
bad, 29–30, 286–89
disasters, 197–202, 281–97
ethics, 327–30
founding of industry, 32–34
jungle fighters, 7–10
marketing vs., 30–32
nature of, 21–25
“perception is reality” theory, 25–28, 50, 189
professional, 3–7, 88
terminology, 28–30
public service announcements (PSAs), 270–72, 310
public speaking, 275–78
punctuality, 190
Q&A interview, 211–16
quotes, 161–62
sheet, 164–67
radio, 4, 17, 29, 38, 72, 189, 210, 211, 251–55, 271, 272, 304
contacting, 252–53
talk, 252–54
Radio & Records, 252
RALPH, 96–98, 171
reading, 91
Reagan, Ronald, 58, 89
realtors, 314–16
relaxation, 89–90
Rent-A-Wreck, 316–17
restaurants, 41–42, 67, 215, 320–22
Reubens, Paul “Pee-Wee Herman,” 145
Reuters, 195, 217
Robinson, James, Winning Them Over, 277
Rockefeller, John D., 33
Role Models Unlimited, 296, 297
Rolling Stone, 67, 91, 224, 305
Rooney, Mickey, 139–40
Roosevelt, Teddy, 15
round-up story, 211–12
Rutan, Dick, 279–80, 305
Samples, Jim, 198
Sanchez, Eduardo, 104–105
Saturday Night Live, 287
Schimmel, Robert, 140–42
Schwartz, Dave, 316–17
screwball pitch, 76
Self, 20
self-importance, 49–54
self-inventory, 49–54
seminars, 85
September 11
attacks, 40
shareholders’ meetings, 273
Singer, Steven, 173–74
singularity, 50
smile, 87
Smith, Fred, 38
Sonnenberg, Ben, 33
sound bites, 247, 254
Soviet Union, 35, 146
Jews, 191–93
spam, 116
Spears, Britney, 145
speechmaking, 275–78
tips and traps, 277–78
spokespersons, 45
sports, 274
Sports Illustrated, 225
Springer, Jerry, 234
statistics, 202, 214
Stern, Ellyn, 312–14
Stern, Howard, 248
stock market, 22–23
stunts, P.R., 174–76, 201, 240
syndicated columnists, 218–19, 220
talk shows:
radio, 252–54
television, 19, 29, 66
Tang, Tommy, 320–22
target audience, 59–63, 92, 135, 202, 209, 283, 308
target media, 63–65
technology, 8, 20, 99–118
data smog, 194–206
Internet, 99–118
phone, 186–88
satellite, 105
television, 3, 4, 17, 18, 29, 37, 56, 66–67, 72, 91, 97
, 105, 135, 189, 210, 229, 232–51, 290, 304
cable, 66, 67, 210, 232, 234, 238, 242, 251
contacting, 236–43
facts about, 250–51
guest preparation, 244–48
image and essence, 244–48
infotainment, 234–35, 242
interview, 243–44, 246–50
local, 66–67, 210, 234–37, 241, 245, 284
morning shows, 235, 240–41
network, 232–33, 236
news, 66, 100, 207–208, 234, 235–42, 245–46
P.R. disasters, 198–99
producers, 243–44
PSAs and editorial replies, 270–72
public affairs, 234, 241–42
talk shows, 19, 29, 6, 242–44, 248
timing and deadlines, 211, 233, 238–40
tips and traps, 249–50
See also specific shows
Texas, 32
thank-you notes, 96
Thatcher, Margaret, 189
Time, 66, 92, 224, 225, 226
TMZ.com, 106
Tobacco Institute, 26
Today, 235, 240, 241
tools, Guerrilla P.R., 119–93
backgrounder, 167
canned feature, 160–64
letters, 119–25
magnet events, 170–74
Op-Ed pieces, 176–81
phone, 182–88
photographs, 145–51
press kit, 151–60
press release, 125–45
video press kit, 167–70
vital statistics and quote sheet, 164–67
tracking system, 78–80
trade publications, 221–24
trade shows, 272–73
travel, 294
Travel Channel, 105
TreePeople, 309–310
troubleshooting, art of, 295
Trump, Donald, 29–30
Turner Broadcasting, 198–99, 202
Twain, Mark, 92, 119
Tylenol, 287–88
Ullman, Jeffrey, 322–24
uniqueness, 50, 55
UPI, 217
Us, 20
USA Today, 66, 187, 217, 220
used car dealers, 316–17
utility, 37, 38–39
Vanity Fair, 66, 91, 225
Variety, 221, 313
video press kit, 167–70
Vietnam War, 20, 21
Village Voice, 224, 325
Viner, Michael, 2
viruses, computer, 124, 150
vital statistics, 164–67
Wall Street Journal, 66, 125, 220, 304
Washington Post, 34, 64, 221, 235
Web sites, 103–105, 108, 115, 116, 195, 222, 226, 299
errors, 291
tips and traps, 116, 117
Williams, Brian, 31
Windham Hill Records, 324–26
Winfrey, Oprah, 20, 58, 66, 230, 234, 242–43
wire services, 216–20
tips and traps, 219–20
Women’s Wear Daily, 221
word of mouth, 299–300
World News Tonight, 286
Yahoo!, 195
Yarrow, Peter, 20
Yearbook of Experts, Authorities & Spokespersons, 304
Yeltsin, Boris, 146
YouTube, 9, 145, 197, 233, 256
Zullow, Harold, 227
About the Author
As the founder of one of the country's most prominent entertainment P.R. firms, Michael Levine has been called "one of Hollywood's brightest and most respected executives" by USA Today. He lives in Los Angeles.
Visit www.AuthorTracker.com for exclusive information on your favorite HarperCollins author.
Also by Michael Levine
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Guerrilla P.R.
Lessons at the Halfway Point
Take It from Me
7 Life Lessons from Noah’s Ark
How to Survive a Flood in Your Own Life
Guerrilla P.R. Wired
Copyright
GUERRILLA P.R. 2.0. Copyright © 1993, 2008 by Michael Levine. All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, down-loaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission of HarperCollins e-books.
EPub © Edition JULY 2008 ISBN: 9780061982866
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1.
Of course, all the quotes except for that of Sir Robert Baden-Powell are fictitious.
2.
Source: Editor & Publisher, 2004.
3.
Source: Audit Bureau of Circulation, 2006.
4.
Source: National Cable and Telecommunications Association.